消费价值观对体质健康突出问题大学生体育消费心理预期与行为影响.docVIP

消费价值观对体质健康突出问题大学生体育消费心理预期与行为影响 　　摘 要: 旨在探讨体育消费心理预期对消费价值观与体质健康突出问题大学生体育消费 行为的中介作用。采用问卷调查的方法,研究样本来自于湖南8所高校的1386名体质健康突 出问题大学生。结果表明:1)消费价值观、体育消费心理预期与体质健康突出问题大学生体 育消费行为两两之间存在显著的正相关;2)消费价值观对体质健康突出问题大学生体育消费 心理预期、体育消费行为有正向影响;3)体育消费心理预期对体质健康突出问题大学生体育 消费行为有正向影响;4)信息来源与渠道、信息量、预测依据和体育消费心理预期在消费价 值观与体育消费行为之间具有部分中介作用,预测经历和价格知觉水平在消费价值观与体育 消费行为之间的中介作用不显著。 　　关键词:体质健康突出问题;消费价值观;体育消费心理预期;体育消费行 为 　　中图分类号:G804.83 文献标识码:A 文章编 号:1007-3612(2010)09-0086-05 　　The Effect of the Consumption Value on the Psychological Expecta tion and Behaviour of Sport Consumption of the Undergraduates with Outstanding Problems of Physical Fitness 　　GUO Wen?1, HUANG Yi?zhu?1, ZHU Jian?wei?1, WANG Guo?meng?2 　　(1. Department of Physical Education, Hunan First Normal Unive rsity, Changsha 410205, Hunan China;2. School of Economics Manageme nt, Changsha University of Science Technology, Changsha, 410004 Hunan China) 　　Abstract: The objective of this study was to explore the meditating effect of psychologica l expectation of sports consumption between consumption values and sports consum ption behavior. With a sample of 1386 undergraduates who had outstanding proble ms of physical fitness from eight colleges and Universities in Hunan province, t he research conducted questionnaires investigation. The result showed that: 1)c onsumption values were related to psychological expectation of sports consumpt ionand sports consumption behavior, and psychological expectation of sports consum ption was related to sports consumption behavior; 2)Consumption values had a pos itive predictive effects of psychological expectation of sports consumption andsports consumption behavior; 3)Psychological expectation of sports consumption h ad a positive predictive effects of sports consumption behavior; 4)Information s ourc e and channel, amount of information, predication basis and expectation of sport s consumption were part of the meditating variables in the relationship betweenconsumption values and sports consumption beh