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体育消费不仅可以调整社会的消费结构、转变居民的消费形式,而且还能够促进商品经济的发展和群众体育运动的提升。本论文从消费心理学的层面出发,以居民的体育消费观念为研究视角,通过心理学和体育学的分析,法探讨嘉兴市居民的体育消费观念对体育消费行为的影响,寻找影响嘉兴市居民体育消费观念的因素,并提出转变嘉兴市居民体育消费观念的方法,从心理层面上揭示嘉兴市居民体育消费观念与体育消费行为的相关性,为促进嘉兴市大众体育消费行为,推进嘉兴市城市居民健身意识提供实证的素材。
Sports consumption can not only adjust the social consumption structure, change the consumption patterns of residents, but also promote the development of commodity economy and mass sports. From the perspective of consumer psychology, this dissertation studies the impact of sports consumption concept of residents in Jiaxing City on the behavior of sports consumption through psychological analysis and sports science analysis from the perspective of residents’ Sports consumption concept and put forward the method to change the concept of sports consumption of residents in Jiaxing City, reveal the correlation between sports consumption concept and sports consumption behavior of residents in Jiaxing City from the psychological level, in order to promote the sports consumption behavior of mass sports in Jiaxing and promote the city of Jiaxing Residents fitness awareness to provide empirical material.