Consumers'Spatial Perception and Value-Seeking of Stand-Up Paddle Boarding:Application of Means-End Chain Theory
Exploring the mental structure and pathways of consumers'spatial perception of stand-up paddle boarding(SUP)through a means-end chain theoretical model.This study finds that consumers have three basic spatial perception patterns for SUP,among which the percep-tions of spatial attributes of excellent and desirable water is the basic prerequisite factor to at-tract consumer participate in SUP activities continuously,the spatial perception of the club's ser-vices content is the essential element of the social organizational guarantees for the spread and continuation of the cultural attributes of SUP,the perception of the social activities space in SUP gives it a special socio-cultural significance.Based on the above,four types of spatial space values seeking are formed for SUP consumers to enrich themselves,show the value trend of social civilization and sustainable development:enjoy life,emotional satisfaction,social in-teraction and ecological environment protection.Suggestions:Optimizing the SUP water space and improving the qualifications and service quality of the clubs,in order to achieve the continu-ity of SUP consumption activities;integrating the multi-industry and expanding the social space of SUP,constructing the closely relationship between space attraction of SUP products and local natural ecology,local cultural,personal identity,etc.
NETL
NSTL
万方数据
维普
