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。
Thls 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 consurne the strongest group of ability every day.
出处
《浙江体育科学》
2008年第1期50-53,104,共5页
Zhejiang Sport Science
基金
杭州市哲学社会科学规划课题项目(阶段成果)
关键词
羽毛球
消费者
消费行为
体育服务产品
存量
badminton
consumer
consumer behavior
sports serves a product
store amounts
