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以社会交换理论为依托,运用文献资料法等研究方法,从体育赛事消费中的社会交换要素出发,重点剖析了影响体育赛事消费决策的因素。结论 :体育赛事消费决策的影响因素有1)体育赛事的相对质量与绝对质量;2)体育赛事消费的交易公平性与服务公平性;3)体育赛事消费者的个人因素与其他因素。因此,提高消费者的感知收益和降低消费者的感知成本是最终促成消费决策行为的关键点,从而实现体育赛事消费的行为。
Based on the theory of social exchange and using the research method of literature and information, this paper analyzes the factors that affect the consumption decision of sports events from the social exchange elements in the consumption of sports events. Conclusion: The influencing factors of sports event consumer decision-making are 1) the relative quality and absolute quality of sports events; 2) the fairness of trade and service fairness of sports events; 3) the individual and other factors of consumers of sport events. Therefore, to enhance consumers ’perceived benefits and reduce consumers’ perceived costs are the key points that ultimately lead to consumer decision-making behaviors, so as to realize the consumption behavior of sports events.