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运用问卷调查、访谈以及实证等研究方法,对城市居民体育服饰产品的消费行为,运用Ordered Probit模型进行了计量经济学分析。研究结果表明,城市居民的年龄越小越愿意消费国外知名品牌;城市居民对体育运动喜爱程度和对体育服饰产品的了解程度2个因素对消费意愿均产生显著的正向影响。
Using the methods of questionnaires, interviews and empirical studies, the econometrics analysis of the consumption behavior of urban residents’ sports apparel products by using the Ordered Probit model was carried out. The results show that urban residents are willing to consume well-known foreign brands when they are younger. Urban residents’ preference for sports and understanding of sportswear products have a significant positive impact on their willingness to spend.