论文部分内容阅读
家庭结构是影响城市居民消费意愿和行为的一个关键因素,而娱乐休闲日益成为城市居民日常生活消费的重要组成部分,因此从家庭结构角度入手,探讨城市居民娱乐休闲意向特征,对娱乐休闲企业市场营销有重要意义。本文通过对东莞市民抽样调查获得基础数据,运用SPSS16.0软件分析,得出不同家庭结构在年娱乐休闲意向频次、花费和地区上都存在显著差异,并进一步探讨了东莞市民娱乐休闲场所选择的影响因素。
Family structure is a key factor affecting urban residents ’willingness to consume and behavior. However, entertainment and leisure are increasingly becoming an important part of everyday life consumption of urban residents. Therefore, starting from the perspective of family structure, this paper discusses the characteristics of urban residents’ intention of entertainment and leisure, Marketing is important. In this paper, through the sample survey of Dongguan residents to obtain the basic data, the use of SPSS16.0 software analysis, concluded that different family structures in the entertainment frequency of intent, spending and the region there are significant differences, and further explore the Dongguan people entertainment places of choice Influencing factors.