滑翔伞运动消费者休闲参与行为研究.pdf

浙江工商大学硕士学位论文滑翔伞运动消费者休闲行为分析实证研究却很少被涉猎,有关消费者休闲行为的研究和文献更是少之又少。本文以消费者分群范式(VALS2模型)以及休闲限制理论为基础,采用文献分析法、实地观察法、软件分析法、调查问卷法等方法展开定性和定量分析,主要内容可以简单概括为以下三部分:一、梳理相关概念,整理近几年国内外有关运动休闲、极限运动、体育休闲消费行为的文献和著作,为下文作准备;二、结合调查取得的数据, 运用VALS2模型对滑翔伞运动消费者进行定性归类,并构建VALS2模型与休闲限制理论的综合模型,对滑翔伞运动消费类型的层级提升突破休闲限制过程进行探讨与分析;三、从政府、行业、俱乐部三个层面提出滑翔伞运动市场推广的意见和建议。文章的研究结果表明:第一,滑翔伞运动是一项不受年龄限制的朋友圈内的运动:第二,根据其休闲消费行为特征,滑翔伞运动消费者可以被划分为被动观赏型、即时参与型、休闲体验型、时尚享乐型、积极融入型和忠诚专业型六大类,且每一类型都有其自身资源特征和自我向导;第三,滑翔伞运动消费者各类型之间存在从低层级向高层级类型转变的可能性,但是转变过程的实现必须要求行为主体克服相应的休闲限制因素;第四,在各类型消费者向更高层次转变的过程中, 每一类型需要克服的主要限制因素有所不同。本文的主要创新点在于:首先以滑翔伞运动消费者休闲行为为主要研究对象,选题新颖:其次,以VALS2分群范式贯穿文章理论与实证研究的主线,思路创新;最后,将休闲限制层级理论与VALS2分群浙江工商大学硕士学位论文范式交叉综合,模型独特。滑翔伞运动消费者休闲行为分析关键词:滑翔伞,休闲消费行为,VALS2,休闲限制 4 浙江工商大学硕士学位论文滑翔伞运动消费者休闲行为分析 THE RESEARCH 0FPAR A(、LIDING CONSUN匝R’S LEISURE PARTICⅡ狻TION BEHAVIOR ABSTRACT With therapiddevelopment ofeconomy andsociety,the accelerated pace oflife,and the acceleration oftheurbanizationprogress,people living incities aremoreand more eager togo tonature toenj oyleisure,to get rid oftheboring work,to release the stress sports have been paid attention by thegeneral public andmedia fort11ey couldjust meet people’S needs ofenjoyment andfreedom,coupled with theupgrading ofthelevel ofpubliclife,theimplementation ofthesystem ofpaid leave,SOpeople have enough timeand materialconditions to afford theexpenses related tooutdoor rapid increase inthe number ofconsumers willcertainly lead petition between outdoor sports brands have settled domestic second-tiercities to ‘this hugepotential market while thedomesticsecond-tier cities to seize islauge potential market wl!ule thedomestic nationalenterprises take theadvantage ofprice pete with them. modity exhibitions,fairs have sprung up around theCOuntl)t. In recent years,some fashion,fresh,exciting extreme sports,such as paragliding,hot airballooning and other avimion project have been introduced intoChina along with thiswave ofoutdoor sports,ing the¨dar