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运用探索性、验证性因子分析,回归分析等量化研究方法,构建滑雪消费者动机量表,并基于自我决定理论将滑雪消费动机分类,探讨不同类型滑雪消费动机对持续性滑雪消费行为层面与情感层面的影响机制。形成涵盖5个维度、19个题项的我国滑雪消费者消费动机量表;将"冒险挑战""享受自然"归结为滑雪消费的内在动机,"社会认同""身心放松""个性区分"归结为滑雪消费的外在动机。通过实证发现,在驱动滑雪消费行为持续性中,内在动机发挥了主要作用,且外在动机与内在动机存在交互作用,外在动机可提高内在动机对滑雪消费行为持续性影响的边际效应;而在驱动滑雪消费情感持续性中,内在动机与外在动机均发挥了重要作用。为深化理解滑雪消费者需求、政府规划滑雪产业、相关滑雪企业优化产品与服务和科学营销提供参考。
Abstract：Using exploratory,confirmatory factor analysis and regression analysis,this paper developed the skiing consumer motivation scale,classified the skiing consumer motivation based on self-determination theory,and discussed the influence mechanism of different types of skiing consumer motivation on enduring skiing consumption,including behavioral and the emotional aspects. The ski consumption motivation scale covering 5 dimensions and 19 items. Accordingto self-determination theory, "risk and challenge" and "close to nature" are classified as intrinsic motivations of ski consumption,while "social identity", "re-laxation" and "personality distinction" are classified as extrinsic motivation motivations of ski consumption. Empirical results show that intrinsic motivationplays a major role in driving repetitive ski consumption behavior,The interaction effect between external motivation and internal motivation is significant. extrinsic motivation can enhance the influence of intrinsic motivation on repetitive ski consumption behavior,while intrinsic motivation and extrinsic motivation playthe same important role in driving consumers' emotional involvement. The conclusion can provide references for deepening understanding of skiing consumer demand,government planning of skiing industry development,skiing enterprises optimizing products and services,and scientific marketing.
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基本信息:
DOI：10.13297/j.cnki.issn1005-0000.2018.06.005
中图分类号:F126.1;G863.1
引用信息:
[1]马培艳,张瑞林,李凌.自我决定理论视角下驱动持续性滑雪消费的动机研究[J].天津体育学院学报,2018,33(06):485-491.DOI:10.13297/j.cnki.issn1005-0000.2018.06.005.
基金信息:
国家社会科学基金重点项目(项目编号:17ATY005)
2018-11-25
2018-11-25