| "80后"体育消费者购物决策风格及影响因素研究 |
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| 引用本文： | 王茜,何立柱,张路,苏静."80后"体育消费者购物决策风格及影响因素研究[J].南京体育学院学报(社会科学版),2008,22(6). |
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| 作者姓名： | 王茜 何立柱 张路 苏静 |
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| 作者单位： | 1. 河南大学,体育学院,河南,开封,475001
2. 南京理工大学,经济管理学院,江苏,南京,210094 |
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| 基金项目： | 河南大学体育学院研究生自主科研资金 |
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| 摘 要： | 运用问卷调查和数理统计法研究"80后"体育消费者的购物决策风格。通过探索性因子分析和验证性因子分析,发现"80后"体育消费者具有6种购物决策风格,包括冲动购物、难以决策、重视质量、追求品牌、品牌忠诚和价格敏感。采用分类树对影响购物决策风格的人口学特征进行进一步讨论,并用模糊聚类分析将"80后"体育消费者划分为3种类型。最后为企业制定合理的体育市场营销策略提出建议。
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| 关 键 词： | 80后 体育消费 购物决策风格 体育营销 建议 |
Study on Post-80 Sports Customers' Decision-Making Styles and its Influential Factors |
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| WANG Qian,HE Li-zhu,ZHANG Lu,SU Jing.Study on Post-80 Sports Customers'''' Decision-Making Styles and its Influential Factors[J].Journal of Nanjing Institute of Physical Education,2008,22(6). |
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| Authors: | WANG Qian HE Li-zhu ZHANG Lu SU Jing |
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| Institution: | 1.Physical Education Institute of He'nan University;Kaifeng 475001;China;2.School of Information Management;Nanjing University of Science and Technology;Nanjing 210094;China |
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| Abstract: | Using the methods of investigation and mathematical statistics,the author studied the decision-making styles of post-80 sports customers.Based on exploratory factor analysis and confirmatory factor analysis,six decision-making styles were detected for post-80 customers,including impulsiveness,confused over choice,treasuring quality,seeking brand,brand loyal,and price consciousness.Classification tree was used to analyze the influence of demographic characteristics,and post-80 sports customers were divided i... |
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| Keywords: | post-80s sports consumption decision-making styles sports marketing advice |
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