| 冬奥背景下我国大众滑雪消费行为意向研究--以崇礼地区为例 |
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| 引用本文： | 白蕴超,林显鹏.冬奥背景下我国大众滑雪消费行为意向研究--以崇礼地区为例[J].沈阳体育学院学报,2021(2):77-85. |
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| 作者姓名： | 白蕴超 林显鹏 |
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| 作者单位： | 北京体育大学体育商学院 |
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| 基金项目： | 国家社会科学基金项目“2022年北京冬奥会场馆赛后开发与利用研究”(19BTY010)。 |
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| 摘 要： | 在改进计划行为理论(TPB)基础上,引入人口特征和雪上运动文化变量,构建了滑雪消费行为意向结构方程模型,以崇礼地区为例检验影响我国大众滑雪消费行为意向的主要因素。结果表明:行为态度、感知行为控制、雪上运动文化会对滑雪消费行为意向产生显著的正向影响,主观规范会通过行为态度间接影响行为意向。行为态度在雪上运动文化与消费行为意向之间起到部分中介作用。因此应发挥冬奥会社会效益,加强滑雪知识普及,积极宣传雪上运动文化,降低滑雪运动门槛,促进需求侧消费升级,从而推动滑雪产业可持续发展。
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| 关 键 词： | 滑雪运动 冬奥会 计划行为理论 行为意向 雪上运动文化 |
Consumption Behavior Intention of Mass Skiing in China Under the Background of Winter Olympic Games:Taking Chongli as an Example |
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| BAI Yunchao,LIN Xianpeng.Consumption Behavior Intention of Mass Skiing in China Under the Background of Winter Olympic Games:Taking Chongli as an Example[J].Journal of Shenyang Sport University,2021(2):77-85. |
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| Authors: | BAI Yunchao LIN Xianpeng |
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| Institution: | (Sports Business School,Beijing Sport University,Beijing 100084,China) |
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| Abstract: | On the basis of improved theory of planned behavior(TPB),the structural equation model of skiing consumption behavior intention is constructed by introducing population characteristics and snow sports culture variables.Taking Chongli area as an example,the main factors influencing the consumption behavior intention of mass skiing in China are tested.The results show that:behavior attitude,perceived behavior control and snow sports culture have a significant positive impact on skiing consumption behavior intention,and subjective norms can indirectly affect behavior intention through behavior attitude.Behavior attitude plays a partial intermediary role between snow sports culture and consumer behavior intention.Therefore,we should give full play to the social benefits of the Winter Olympic Games,strengthen the popularization of skiing knowledge,actively promote the snow sports culture,reduce the threshold of skiing,and promote the upgrading of demand side consumption,so as to promote the sustainable development of skiing industry. |
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| Keywords: | skiing Winter Olympics TPB theory behavior intention snow sports culture |
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