和非渴望参照群体.ppt

CHAPTER 4 Understanding Participants As Consumers CHAPTER OBJECTIVES Define participant consumption behavior Explain the simplified model of participant consumption behavior Describe the psychological factors that affect participant decision making Identify the various external factors influencing participant decision making Describe the participant decision making process Understanding the different types of consumer decision making Discuss the situational factors that influence participant decision making New forms of participation More people take up starlight skating, camping, twilight tennis Top 20 participant sports in US To successfully compete in the expanding sports participant market, sports organizations must develop a thorough understanding of participant consumption behavior and what affects it. 为了在不断扩大的体育参与者市场的竞争中取得成功，体育组织必须全面了解参与者的消费行为和影响它的因素。 Participant consumption behavior is defined as actions performed when searching for, participating in, and evaluating the sports activities that consumers believe will satisfy their needs. 参与者消费行为是指消费者在寻找，参与和评估那些他们相信能够满足自己需要的体育活动时的行动。 Model of participant consumption behavior Internal factors Personality（个性） Motivation（动机） Learning（学习） Perception（知觉） Attitudes（态度） Jack’s decision 杰克是一位33岁的男士，刚刚从洛杉矶搬到辛辛那提。他经常参加体育活动，且想参加有组织的体育联赛。因为工作和家庭责任，杰克只有参加一个联赛的时间。 尽管他有一些需求，但他不能确定应参加哪种体育运动。 他刚来到这个城市，他想参加集体体育项目以结识信任。 同时，他希望联赛具有适度的竞争以保持竞争精神的延续。 最后，他想避免伤害事故，这样，这项运动必须是无接触或有限接触的。 Problem recognition（问题识别）is the result of a discrepancy（差异） between a desired state and an actual state large enough and important enough to activate（激活） the entire decision-making process. 考虑到杰克的独特需要，他最适合参与什么体育项目？如果在理想和实际参与水平之间存在差异，那么决定过程就开始了。 Two factors: (1)the magnitude or size of the discrepancy,(2)the relative importance of the problem. information search（信息搜寻） Internal sources（内部资源）of information are recalled from our own memories and are based on previous exposure to sports and activities. External sources（外部资源） of information are envi