摘要
以体育社会学、消费行为学、消费心理学等理论为基础，采用了文献资料、社会调查、数理统计等研究方法，就我国城市不同性别、不同年龄青少年体育消费需要的基本类型、内容和特点等进行了深入研究，以便更好地把握青少年体育消费需要与行为的内在规律，正确引导青少年体育消费心理预期，为政府有关部门和企业制定有效的调控政策和营销策略提供理论依据。结果表明在现实需要中我国城市青少年依然注重体育消费品的经济性、耐用性和实用性；13～17岁的青少年追求名牌、崇尚新颖，展示个性的潜在需要比18～25岁的青少年更加强烈。
The paper which is based on the theories of sports sociology, consumer behavior and consumer psychology, studies the types, contents and characteristics of sports consumption in different genders and ages of urban youth in China, aided with the means of literature, surveys and statistics and so on. The purpose of paper is to seek the rules of youth sports consumption, to guide them to build a healthy consumption mentality and to provide a theoretical evidence for govemments and enterprises to constitute effective policies and marketing strategies. The results show that most youth in China pay great attention to prices, endurance and qualities of the sports consumable. And when mentioning to the demand to pursue for the brand and novelty so as to show their personalities, the teenagers of age 13～17 have an eager demand than those of age 18～25.
出处
《北京体育大学学报》
CSSCI
北大核心
2008年第4期448-450,455,共4页
Journal of Beijing Sport University
基金
国家体育总局软科学项目(837ss05100)
