影响中国消费者体育商品购买意愿的因素及变化-《体育科学研究》

文章信息/Info

Title:: Examining Factors Affecting Chinese Consumers’ Intentions and Changes in Purchasing Sports Products

Author(s):: YANG Hongwei; LIU Yijin; LIM Choonghoon; Department of Physical Education,Seoul National University,Seoul 08826，South Kore

Keywords:: mass sport consumption; consumption motivation factors; purchase intention; COVID-19

摘要:: 为了探析影响我国消费者体育商品购买意愿的因素及各因素在新冠疫情爆发后的变化，运用文献资料法、问卷调查法和数理统计法整理了各影响因素,合理划分了各因素范畴,并验证了各因素在新冠疫情前后的变化。文献资料调查结果显示有19个相关因素被列为影响我国体育消费者购买意愿的因素，并且这些因素可被合理地划分为内在因素、环境因素以及刺激因素。通过问卷调查法收集到了635名有效的消费者对相关因素的主观评价样本。通过结构方程模型对该样本进行了数理统计。统计结果显示内在因素、环境因素以及刺激因素共同构成了影响我国体育消费者消费意愿的三大因素，其中内在因素是影响我国体育消费者购买意愿的主要因素。不仅如此，研究还通过独立样本t检验，对各因素在新冠疫情爆发前后进行了对比。结果显示新冠疫情爆发后，各影响因素均有显著的积极变化。

Abstract:: This study aims to analyze the factors influencing Chinese consumers’ intentions to purchase sports products and the changes in these factors after the outbreak of the COVID-19 pandemic.To achieve this research objective,the literature review,questionnaire survey,and mathematical statistics were used to organize,categorize,and verify the influencing factors after the COVID-19 pandemic.The results of the literature review showed that nineteen relevant factors were identified as influencing Chinese sports consumers’ purchase intentions,and these factors could be reasonably categorized into intrinsic factors,environmental factors,and stimulus factors.A total of 635 valid consumer subjective evaluation samples related to these factors were collected using the questionnaire survey method.The structural equation model was used to conduct statistical analysis on this sample.The statistical results showed that intrinsic factors,environmental factors,and stimulus factors together constituted the three major factors influencing Chinese sports consumers’ purchasing intentions.Among these factors,intrinsic factors were identified as the primary factors.Furthermore,independent sample t-tests were conducted in this study to compare the factors before and after the outbreak of the COVID-19 pandemic.The results showed that all influencing factors had significant positive changes after the outbreak of the COVID-19 pandemic.