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基于社会分层理论和消费行为理论,采用文献资料调研、问卷调查、数理统计等研究方法,对宁波市体育健身俱乐部消费者行为进行分析。研究结果表明:1)宁波市体育健身俱乐部消费者的阶层结构存在显著性差异,并随着阶层上升呈现下降的趋势;2)宁波市体育健身俱乐部消费者的行为存在显著性差异,并随着阶层的上升呈现上升的趋势;3)宁波市体育健身俱乐部消费者的健身动机存在显著性差异,上层和中上层消费者主要体现在体育健身和社会交往功能上,下层和中下层消费者主要体现在娱乐和精神解脱动机上;4)宁波市体育健身俱乐部消费者在健身态度上存在显著性差异,并随着阶层的上升而呈现积极的态度。
Based on the social stratification theory and consumer behavior theory, this paper analyzes the consumer behavior of Ningbo Sports Fitness Club by using the methods of literature research, questionnaire survey and mathematical statistics. The results show that: 1) There are significant differences in the stratum structure of consumers in Ningbo Sports Fitness Club, and with the rise of the class, there is a downward trend; 2) There is a significant difference in the behavior of consumers in Ningbo Sports Fitness Club, The rise of class showed a rising trend; 3) There was a significant difference in the motivation of consumers of sports fitness club in Ningbo, the upper and upper middle class consumers mainly reflected in the function of physical fitness and social interaction, the lower and middle class consumers mainly reflected In the spirit of entertainment and spiritual motivation; 4) Ningbo Sports Fitness Club consumers have significant differences in their attitudes toward fitness and positive attitude as the class rises.