| 户外运动消费者行为的影响因素研究——以武汉市为例 |
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| 引用本文： | 朱文琪.户外运动消费者行为的影响因素研究——以武汉市为例[J].湖北体育科技,2012,31(5):546-548,580. |
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| 作者姓名： | 朱文琪 |
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| 作者单位： | 中国地质大学武汉体育课部,湖北武汉,430074 |
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| 基金项目： | 中央高校基本科研业务费优秀青年教师项目(CUGW090222) |
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| 摘 要： | 通过问卷调查法、文献法、专家访谈法,对武汉市户外运动消费者影响因素进行调查,其目的在于,有针对性地分析影响武汉市户外运动消费者行为的主要因素,为推动户外运动产业发展,对提高武汉市户外消费水平提供理论依据。研究结果表明：武汉市户外消费处于中低水平;影响武汉市户外运动消费者行为主要因素的排名依次为：商品性价比、经济收入、促销活动、品牌形象、购物环境、服务态度、地段与交通、售后服务。
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| 关 键 词： | 户外运动消费者行为 影响因素 |
Factors Influencing Consumers’ Behaviors in Outdoor Sports——Based on Wuhan |
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| ZHU Wenqi.Factors Influencing Consumers’ Behaviors in Outdoor Sports——Based on Wuhan[J].Journal of Hubei Sports Science,2012,31(5):546-548,580. |
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| Authors: | ZHU Wenqi |
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| Institution: | ZHU Wenqi Physical Education Department,China University of Geosciences(Wuhan),Wuhan Hubei,430074 |
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| Abstract: | Through a questionnaire survey,literature,expert interviews,this paper investigates the influencing factors of the outdoor sports consumers in Wuhan city,with the aim of the analysis of the main factors that affect outdoor sports consumers’ behaviors in Wuhan city,to promote outdoor sports industry development,and provide a theoretical basis for improving the outdoor level of consumption in Wuhan city.The results show that: Wuhan city represents low to medium outdoor consumption;and the ranking of outdoor sports consumer behavior factors in Wuhan city were: cost-effective goods,income,promotions,brand image,shopping environment,service attitude,location and traffic after sales service. |
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| Keywords: | outdoor sports consumer behavior influencing factorss |
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