【摘要】 以社会交换理论为依托,运用文献资料法等研究方法,从体育赛事消费中的社会交换要素出发,重点剖析了影响体育赛事消费决策的因素。结论 :体育赛事消费决策的影响因素有1)体育赛事的相对质量与绝对质量;2)体育赛事消费的交易公平性与服务公平性;3)体育赛事消费者的个人因素与其他因素。因此,提高消费者的感知收益和降低消费者的感知成本是最终促成消费决策行为的关键点,从而实现体育赛事消费的行为。更多还原

【Abstract】 Based on the social exchange theory, this study analyzes the factors influencing the sports event consumption decisions from the perspective of elements of social exchange in sports event consumption through literature reviews. The study discovers factors that influence sports event consumption decisions are: 1)relative quality and absolute quality of sports event; 2) transaction fairness and service fairness; 3) sports event consumers and other factors. Therefore, improving the perception of lower income consumers and consumers’ perception of costs is the key point to eventually promote the consumer decision-making, which enables sports consumption.更多还原