자극요인과 외부요인이 난징 대학생의 스포츠 소비 행태에 미치는 영향 : 소비동기의 매개효과 중심으로 = The Impact of Stimulus Factors and External Factors on the Sports Consumption Behavior of Nanjing College Students -Focused on the Mediating Effect of Consumption Motivation-

다국어 초록 (Multilingual Abstract)

With the rapid development of China's economy and the continuous increase in per capita GDP, the demand for sports consumption among residents has been steadily rising, making sports consumption an important part of economic growth. College students, as the backbone of the future society, represent a unique and significant consumer group in sports consumption. Their sports consumption behaviors and motivations not only influence the current sports market structure but also have a profound impact on the future trends of sports consumption. Therefore, studying the consumption behaviors of college students and the factors influencing these behaviors is of great practical significance in guiding correct consumption concepts and enhancing the competitiveness of the sports industry.
Based on an analysis of domestic and international literature, this study adopted a questionnaire survey and data analysis method to conduct a field study among students from seven universities in Nanjing. The research was conducted in the following key areas:
(1) Through a review of the theoretical literature on sports consumption, the study proposed a theoretical framework and hypotheses. Based on the Howard-Sheth classical model, a research model was constructed to suit the sports consumption behaviors of Nanjing college students, focusing on the interactions among external factors, stimulus factors, internal motivation, and consumption behavior.
(2) The questionnaire items were designed according to the characteristics of college students’ sports consumption. Based on the analysis of relevant literature, the survey and scales were designed to examine the factors influencing college students' participation in sports consumption, including stimulus factors, external factors, consumption motivation, and sports consumption behavior.
(3) Using SPSS27.0 and AMOS27.0 software, exploratory and confirmatory analyses were conducted on the questionnaires and scales, and the empirical tests were performed on the valid data.
Based on the above research processes, the main conclusions of this study are as follows:
(1) On the basis of the Howard-Sheth model, the questionnaire and scale were formulated, followed by item purification and clarification of measurement dimensions. Ultimately, nine variables were identified, including four variables under stimulus factors (product quality, product price, product advertising, and product atmosphere) and three variables under external factors (time pressure, campus sports culture, and economic factors), as well as consumption motivation and sports consumption behavior. In the model, consumption motivation was identified as a mediating variable.
(2) By analyzing the differences in stimulus factors, external factors, consumption motivation, and sports consumption behavior based on the demographic characteristics of Nanjing college students, the study found significant differences in variables related to gender, grade level, exercise preference, and exercise frequency. However, no significant differences were found between variables concerning living expenses and sources of living expenses.
(3) The main factors influencing sports consumption behavior among Nanjing college students include stimulus factors such as product quality, product price, and atmosphere, as well as external factors such as campus cultural environment and economic factors. Product advertising and time pressure did not significantly affect consumption motivation. The results indicate that the student population places emphasis on product quality and price and is more easily influenced by surrounding atmospheres, such as a strong sports culture.
(4) Additionally, this study verified the mediating role of internal motivation between external factors, stimulus factors, and consumption behavior. The results show that sports consumption motivation plays a significant mediating role between product quality, product value, product advertising, sports atmosphere, and sports consumption behavior. However, the mediating effect of consumption motivation between external factors and sports consumption behavior was only partially supported. Specifically, the mediating role of sports consumption motivation was supported between campus sports culture, economic factors, and sports consumption behavior, but not between time pressure and sports consumption behavior.

목차 (Table of Contents)

• 제 1 장 서론 1
• 1-1. 연구의 필요성 1
• 1-2. 연구의 목적 6
• 1-3. 연구의 모형 6
• 1-4. 연구의 가설 11
• 1-5. 용어의 정의 16
• 제 2 장 이론적 배경 18
• 2-1. 스포츠 소비 행태 18
• 2-2. 스포츠 소비 상관 연구 23
• 2-3. 소비 동기에 관한 관련 연구 30
• 2-4. 하워드-셰스 모델 연구 33
• 제 3 장 연구 방법 37
• 3-1. 연구 대상 37
• 3-2. 자료 수집 39
• 3-3. 조사 도구 42
• 3-4. 탐색적 요인 분석 50
• 3-5. 공식 설문지의 타당성 및 신뢰성 검정 57
• 3-6. 데이터 처리 72
• 제 4 장 연구 결과 73
• 4-1. 난징 대학생의 소비 현황에 대한 기술 통계 분석 73
• 4-2. 난징시 대학생 스포츠 소비의 자극 요인, 외부요인,소비 동기, 소비 행태에 대한 기술 통계 분석 74
• 4-3. 인구통계학적 변수의 차이 분석 75
• 4-4. 난징시 대학생의 스포츠 소비 행태에영향을 미치는 요인에 대한 상관관계 분석 87
• 4-5. 난징시 대학생의 스포츠 소비 행태에영향을 미치는 요인에 대한 연구 가설 검증 90
• 제 5 장 논의 106
• 제 6 장 결론 및 제언 115
• 6-1. 결론 115
• 6-2. 제언 117
• [ 참 고 문 헌 ] 119
• [ 국 문 초 록 ] 138
• [ 영 문 초 록 ] 140