体育服务综合体消费意愿的影响因素与促进策略研究
Research on Influencing Factors and Promoting Strategies of Consumption Intention of Sports Service Complex
周雨轩 1陈元欣1
作者信息
- 1. 华中师范大学体育学院,湖北 武汉 430079
- 折叠
摘要
从消费者视角出发进行研究,以计划行为理论为框架,以大众点评消费者评论作为研究样本,通过 ROST CM6 软件得出相关评价文本高频词,运用文本分析、实地考察等方法,系统分析了影响消费者在体育服务综合体中消费意愿的因素.研究结论:体育锻炼、体育赛事、明星名人、社群互动、业态融合、消费体验为消费者消费意愿的具体影响因素.基于此提出树立优良综合体形象,依托赛事文化活动,营造沉浸式消费场景等促进消费者消费意愿的对策建议,以期为体育服务综合体的高质量发展提供理论参考.
Abstract
From the perspective of consumers,this study takes planned behavior theory as the framework and con-sumer reviews of Yelp as the research sample,and uses ROST CM6 software to obtain high-frequency words in relevant evaluation texts.By using text analysis,field investigation and other methods,this study systematically an-alyzes the factors that affect consumers'willingness to consume in the sports service complex.Conclusion:Physical exercise,sports events,celebrities,community interaction,business integration and consumption experience are the specific influencing factors of consumers'consumption intention.Based on this,countermeasures and sugges-tions are put forward to promote consumers'consumption intention by establishing a good complex image,relying on cultural events and creating immersive consumption scenes,etc.,in order to provide theoretical reference for the high-quality development of sports service complex.
关键词
体育服务综合体/消费意愿/计划行为理论/在线评论Key words
sports service complex/the consuming intention/theory of planned behavior/online comment引用本文复制引用
出版年
2024
NETL
NSTL
万方数据