【作者】 王倩；

【导师】 郑焱焱；

【作者基本信息】 北京体育大学 ， 体育人文社会学， 2016， 硕士

【摘要】 随着经济社会的发展,体育消费越来越受到人们关注。体育消费通常分为实物型、观赏型和参与型,其中参与型最能反映体育消费特质,是体育消费的核心内容。参与型体育消费中,健身类消费又十分具有代表性,此类研究以健身俱乐部居多,本文所研究的Heyrobics运动是一种新型健身运动,目前还没有这方面的学术研究。本文以Heyrobics运动消费影响因素为研究对象,通过文献资料法、问卷调查法、数理统计法、比较分析法进行研究。影响Heyrobics运动消费的因素有哪些,消费者对于这项运动的评价如何,中外消费者在这些因素上的差异如何,怎样提升消费者体验,是本文需要解决的问题。本文依据消费者行为理论,结合三轮问卷调查,对Heyrobics运动消费影响因素进行了实证研究,由因子分析得出影响因素模型,共包含“娱乐社交”、“健身功效”、“地址设施”、“产品”、“服务”、“竞争产品”、“闲暇时间和产品价格”7维度25个因素。还对这些因素的重要性和满意度进行了分析,运用IPA(Importance-Performance Analysis Grid)分析法对各因素实际表现评价,并进行中外消费者对比,主要研究结论有：(1)影响因素重要性由强到弱依次是课程价格和闲暇时间、健身功效、地址设施、服务、产品、娱乐社交、竞争。(2)影响因素满意度由高到低依次是服务、健身功效、娱乐社交、产品、地址设施、课程价格和闲暇时间、竞争。(3)Heyrobics所带来的归属感对消费者来说非常重要：竞争产品对于Heyrobics运动消费的影响程度不大。中国消费者更关注运动的健身功效,课程趣味性,动作简单性,价格合理性：外国消费者更关注场所环境条件,受欢迎的运动氛围,现场音乐吸引力。(4)Heyrobics对于中国消费者来说是一种新型健身方式,有更大吸引力；中国消费者在社交方面的体验好于外国消费者：外国消费者对课程强度设置满意度有待提高,对现有价格的接受度高于中国消费者Heyrobies课程风格及氛围较为西方化,应融入更多中国化元素。(5)运动场所环境设施、每个教练课程体验的独创性是需要关注和改善的；通过有趣的课程、热情的服务、让消费者感到受欢迎受尊重的运动氛围及社交环境,给消费者营造出一种归属感,是超出消费者预期的,也是Heyrobics的优势和特色所在。更多还原

【Abstract】 With the development of economy and society, more and more people begin to concentrate on sport consumption. In general, there are 3 types of sport consumption:material, spectator and participation sport consumption. Among these 3 types sport consumption, participation sport consumption is the most important, it can reflect the core meaning of sport. Fitness consumption is the main representative of participation sport consumption, and Heyrobics is a new kind of fitness sport, so this research aims to study on the influence factors of Heyrobics consumption. The research will solve these problems:what are the influence factors of Heyrobics consumption, how important do consumers think for these factors, how degree of the satisfaction of these factors, what is the difference between Chinese and foreign consumers, how to improve consumers satisfaction. Based on the theory of consumers’ behavior and three turns of questionnaire, the model is obtained by using factor analysis. The model includes 7 dimensions-entertainment and social, fitness functions, sport facility, sport product, sport service, competitive product, spare time and price, and 25 factors in total. The main conclusion of this study is below:(1) The order from high to low of the influence factors’ importance is spare time and price, fitness funct ions, sport facility, service, product, entertainment and social, competitive product.(2) The order from high to low of the influence factors’ satisfaction is service, fitness functions, entertainment and social, product, sport facility, spare time and price, competitive product.(3) The sense of belonging is very important for consumers, while competitive product has little effect on consumers’ decision. Chinese consumers concentrate more on the fitness function, interest of sessions, simple movement, reasonable price, while foreign consumers concentrate more on the condition of the venue, welcoming atmosphere, attractive music.(4) Heyrobics is a new kind of exercise for Chinese consumers, it has great attraction for Chinese people. Chinese consumers is more satisfied with the social function and intensity of the sessions. Heyrobics is a western style exercise, it should have more Chinese elements.(5) What should be concentrated on and improved are the condition of the venue and creativity of each instructor’s session. What heyond consumers’ expectation is the belonging that Heyrobics has given by offering fun sessions, hospitality service and welcoming atmosphere.更多还原