| 杭州市居民羽毛球运动消费行为的调查研究 |
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| 引用本文： | 颜意娜.杭州市居民羽毛球运动消费行为的调查研究[J].浙江体育科学,2008,30(1):50-54. |
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| 作者姓名： | 颜意娜 |
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| 作者单位： | 浙江大学,教育学院体育系,浙江,杭州,310028 |
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| 基金项目： | 浙江省杭州市社会科学规划项目 |
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| 摘 要： | 通过考察杭州市经营性羽毛球场馆消费者的消费行为,研究提炼消费行为特征,为经营提供参考。我们将消费者的消费经历,消费时间,消费频率及消费价格作为研究内容。研究采用以霍华德谢思的消费行为理论为依据的问卷,对550名消费者进行调查。研究结果表明:目前杭州市羽毛球消费者每周锻炼次数略少,但每次时间较长,消费价格适中;消费者以中青年为主,以男性消费者居多;消费者以脑力劳动者为主,文化程度较高,多为大专本科;年收入10~20万、每天闲暇时间2~3h的消费群体是消费能力最强的群体。
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| 关 键 词： | 羽毛球 消费者 消费行为 体育服务产品 存量 杭州市 居民 羽毛球运动 消费行为理论 调查研究 Hangzhou Consumer Behavior Sport 消费群体 消费能力 闲暇时间 收入 大专 文化程度 脑力劳动者 男性消费者 中青年 结果 问卷 霍华德 |
| 文章编号： | 1004-3624(2008)01-0050-04 |
| 修稿时间： | 2007年10月11 |
Investigation of Badminton Sport Consumer Behavior in Hangzhou |
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| YAN Yi-na.Investigation of Badminton Sport Consumer Behavior in Hangzhou[J].Zhejiang Sport Science,2008,30(1):50-54. |
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| Authors: | YAN Yi-na |
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| Abstract: | This paper is consumed by inspecting the Hangzhou city manage badminton court mansion consumer's,study refine the characteristic of consuming behavior,and provide a reference to manage.The consumer's consumption is experienced,consume time,consume frequency,consumer price is the content of study.Study the questionnaire adopting to take Howard and Sheth's consumption behavior theory as basis,make an investigation to 550 consumers.The result is indicated:Hangzhou city badminton consumer takes the number of times summary exercise at present weekly few,time is longer at every time,consumer price is moderate;The consumer gives first place to the young and middle-aged,the consumer is in the majority with the male sex;The consumer gives first place to the mental worker,level of education is higher,be junior college regular college course much;Yearly income 10-20 myriad,the leisure time 2-3 hours of consumption group is to consume the strongest group of ability every day. |
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| Keywords: | badminton consumer consumer behavior sports serves a product store amounts |
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