体育消费认知决策模型的研究

基于动机理论和体育消费的特点，建立了体育消费认知决策的概念模型。采用对大学生调查获得的数据，通过LISREL8．53的结构方程模型法对概念模型进行检验和修订。结果表明，体育动机、感知到体育效果和经济基础是影响体育活动参与者体育消费意识的3个关键因素；体育活动通过影响体育效果和体育消费意识2个中介变量间接影响个体的体育消费水平；体育动机不仅起着激发参与体育活动和体育消费的作用，而且，起到了调节体育效果感知的作用；个人经济基础对体育活动中的消费行为起着支持作用，使体育人群的消费意愿得以实现。

Research on the Decision-Making Model of Sport Consumption

Based on motivation theory and character of sport consumption,this paper constructed a decision-making model of sport consumption.The data from college students' survey was analyzed using SEM of LISREL 8.53 to test and revise the conception model.The result showed that sport motivation,perceived sport effect and financial foundation were the key factors of determining consumption intention of sport participant.Perceived sport effect and sport consumption intention were mediators between sport behavior and consumption.Sport motivation not only promoted sport behavior and consumption,but also mediated perceiving of sport effects.Individual financial foundation supported the sport consumption and made the sport consumption intention realization.