摘要
消费发展既是经济发展的结果,也是其持久动力,而明星正是驱动消费的一股强劲动力。采用文献资料法与逻辑分析法,以“需求识别—选择决策—购买行为—体验反馈”消费链条为切入视角,探究体育明星助推冰雪消费的内在逻辑、现实困境与实现路径。研究发现,体育明星通过激活消费潜力、塑造消费偏好、畅通消费路径、丰富消费价值四重机制驱动冰雪消费,但面临冰雪消费需求定位失准、消费决策引导减弱、消费链路梗阻、消费体验深度不足等现实困境。据此提出实现路径:重塑冰雪消费认知以破除认知偏差,降低消费决策风险以促进消费转化,贯通消费链路以打通路径梗阻,强化消费互动以深化消费体验。旨在为冰雪经济可持续发展提供“明星效应—消费转化—产业增值”的理论参照与实践路径。
The development of consumption is both a result of and a persistent driving force for economic growth,with celebrities serving as a core driver of consumption.Employing literature review and logical analysis,this study adopts the consumption chain framework of“demand identification-selection decision-purchase behavior-experience feedback”to explore the internal logic,practical challenges,and implementation pathways of sports celebrities promoting ice and snow consumption.The research finds that sports celebrities drive ice and snow consumption through four mechanisms:activating consumption potential,shaping consumption preferences,facilitating consumption pathways,and enriching consumption value.However,they face practical challenges such as inaccurate positioning of ice and snow consumption demand,weakened guidance in consumption decision-making,obstruction of consumption pathways,and insufficient depth of consumption experience.Accordingly,pathways for realization are proposed:reshaping the perception of ice and snow consumption to eliminate cognitive biases,reducing consumption decision-making risks to promote consumption conversion,integrating consumption chains to overcome pathway obstacles,and strengthening consumption interactions to deepen consumption experiences.This study aims to provide a theoretical reference and practical pathway of“celebrity effect-consumption conversion-industry value addition”for the sustainable development of the ice and snow economy.
作者
王继雅
常凤
WANG Ji-ya;CHANG Feng
出处
《哈尔滨体育学院学报》
2026年第1期31-38,共8页
Journal of Harbin Sport University
基金
2023年黑龙江省省属本科高校基本科研业务费项目(编号:145209234)
2024年黑龙江省哲学社会科学研究规划项目(编号:24TYC006)。
关键词
冰雪运动
冰雪消费
体育明星
高质量发展
冰雪经济
Winter sport
Ice and snow consumption
Sports stars
High-quality development
Ice and snow economy
