摘要 为深入剖析实用价值取向对全民健身消费行为的影响,以及消费预期与让渡价值在此过程中的多重中介效应,采用文献资料、因子分析、结构方程等方法,构建了实用价值取向对全民健身消费行为的结构方程模型。结果显示,实用价值取向、消费预期、让渡价值分别对全民健身消费行为具有显著的正向作用;消费预期、让渡价值分别在实用价值取向影响全民健身消费行为的过程中发挥着显著正向作用;此外,消费预期和让渡价值同时影响着实用价值取向对全民健身消费行为的效用。研究证实,实用价值取向驱动全民健身消费行为产生的过程中,消费预期、让渡价值发挥着多重中介作用。鉴于此,从优化实用价值取向、稳定体育消费预期、增强让渡价值感知等层面,提出优化全民健身消费行为的建议,以期为全民健身消费持续发展提供理论支撑与实践指导。 In order to fully analyze the influence of utilitarianism on the consumer behavior related to China’s National Fitness Campaign(NFC),and the multiple mediating effects of consumer expectations and delivered value in this process,this study uses literature review,factor analysis,structural equation modeling and other methods to construct the structural equation model of utilitarianism and NFC-related consumer behavior.The results show that,utilitarianism,consumer expectations,and delivered value have significant positive effects on NFC-related consumer behavior respectively;consumer expectations and delivered value play a significant positive role in utilitarianism’s influence on consumer behavior respectively;in addition,consumer expectations and delivered value affect the effectiveness of utilitarianism’s influence on consumer behavior simultaneously.The research confirms that in the process where utilitarianism drives NFC-related consumer behavior,consumer expectations and delivered value have multiple mediating effects.In view of this,this research proposes to optimize NFC-related consumer behavior from the perspectives of optimizing utilitarianism,stabilizing consumer expectations,and enhancing delivered value,so as to provide theoretical support and practical guidance for the sustainable development of national fitness consumption.
出处 《北京体育大学学报》 北大核心 2021年第3期96-104,共9页 JOURNAL OF BEIJING SPORT UNIVERSITY
基金 国家社会科学基金项目“体育产业演化研究”(项目编号:18BTY061)。
关键词 实用价值取向 消费预期 让渡价值 消费行为 全民健身消费 utilitarianism consumer expectation delivered value consumer behavior national fitness consumption
