摘要
《国务院办公厅关于加快发展健身休闲产业的指导意见(国办发[2016]77号)》发布后,水上运动得到了大力推广,健身休闲的海上运动作为水上运动的一种也得到更多人的参与。本文将从消费动机的角度,运用方法目的链理论与软式阶梯访谈法对海上运动消费者的动机进行分析,通过绘制HVM阶层价值图对消费因素进行更深入的阶层探讨,结果显示:海上运动消费因素的属性为"刺激"、"安全性"等8项;结果为"释放压力"、"增进感情"等6项;价值为"自我实现"、"娱乐"等4项。根据消费者价值联接路径将消费者分为"保守型"和"挑战型"两类,主要的联接路径为"刺激→释放压力→娱乐"、"刺激→心情愉快→自我实现"、"安全性→增进感情→娱乐"、"设备→心情愉快→成就感"是主要的4条路径。
Thanks to the policy The guiding opinions of the State Council on accelerating the development of fitness and leisure industry（ 2016 No. 77）,water sports has been vigorously promoted,fitness and leisure sports,as a type of sea water sports,also get more people involved. Through soft ladder interviews,this paper analyzes maritime sports consumer＇s motivation from the perspective of consumption motivation with the theory of method-purpose chain. It makes a deeper stratum analysis of by drawing the HVM hierarchical value map of consumption factors. Research result shows that there are eigh nature factors such as excitement and safety,six result factors like release of pressure and promoting friendship,four value factors like self realization and entertainment. According to the consumer＇s value of path,consumers can be classified into the conservative and the challenging two categories. There are mainly four connection paths： stimulation→release of pressure→entertainment,stimulation → happy mood → self realization,safety → promoting friendship → entertainment,equipment→good mood→a sense of accomplishment.
出处
《湖北第二师范学院学报》
2017年第12期57-61,共5页
Journal of Hubei University of Education
基金
山东省社会科学规划研究项目(14BTYJ01)
吉林体育学院研究生科研创新基金项目(YC2017008)
关键词
方法目的链
海上运动
水上运动
消费动机
method-purpose chain
maritime sports
water sports
consumption motivation
