摘要
增强滑雪消费者持续消费意愿有助于推动我国滑雪产业的发展。基于微观心理视角,结合沉浸体验理论,引入情感依恋与满意度两个中介变量,构建滑雪消费者持续消费意愿影响机制的理论模型,剖析滑雪消费者持续消费意愿的内在影响因素。结果表明:沉浸体验直接正向影响滑雪消费者持续消费意愿,情感依恋与满意度在沉浸体验对滑雪消费者持续消费意愿的影响过程中起到链式中介作用。保证外部条件、增加交流互动、满足消费者需求是推动持续性滑雪消费的有效途径,有利于推动我国滑雪市场的进一步发展。
Enhancing ski consumers’willingness to sustain consumption can promote the development of China’s ski industry.Based on micro-psychological perspective and immersive experience theory,two intervening variables—emotional attachment and satisfaction were introduced to build a theoretical model of the influence mechanism of ski consumers’willingness to sustain consumption and to analyse the intrinsic factors influencing the ski consumers’willingness to sustain consumption.The research shows that the immersion experience has a positive effect on the ski consumers’willingness to sustain consumption,while the emotional attachment and satisfaction play a chain intervening role in the influence of immersion experience on the ski consumers’willingness to sustain consumption.Ensuring external conditions,increasing communication and interaction and satisfying consumer needs are effective ways to promote sustained ski consumption and are conducive to the development of China’s ski market.
作者
郭文秀
GUO Wenxiu(Graduate School, Jilin Institute of Physical Education, Changchun 130022, China)
出处
《体育成人教育学刊》
2021年第6期13-19,共7页
Journal of Sports Adult Education
基金
吉林体育学院研究生科研创新基金资助项目(YC2021036)。
关键词
沉浸体验
情感依恋
满意度
滑雪消费者
持续消费意愿
immersion experience
emotional attachment
satisfaction
ski consumer
willingness to sustain consumption
作者简介
郭文秀(1998-),硕士研究生,研究方向:体育产业管理。
