运动消费行为:发现业余自行车爱好者的类型

Q3 Health Professions Polish Journal of Sport and Tourism Pub Date : 2021-12-01 DOI:10.2478/pjst-2021-0023
L. Ferrucci, F. Forlani, Anthony L. V. Picciotti
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引用次数: 4

摘要

摘要介绍。自行车运动是欧洲乃至全球最受欢迎的运动之一。然而,旨在定义骑自行车者消费行为的管理研究仍然有限。最近的贡献将自行车消费描述为一种受其实践强度和社会性严重影响的活动,但没有强调与参加业余自行车活动和自行车旅游体验相关的支出的重要性。从这些行为维度出发,本文提出了运动休闲市场的原始细分,从而确定了业余自行车爱好者的不同特征。材料和方法。为了确保社会、经济和文化的高度统一,这项研究对意大利一个地区的182名骑自行车者进行了抽样调查。通过问卷调查收集数据,并通过聚类分析程序处理与体育和消费者行为有关的结果信息。结果。结果表明,业余自行车爱好者存在五种不同的特征(节俭型、竞争型、炫耀型、社交型和体验型),每种特征在进行体育活动的强度和方式以及产生不同类型支出的倾向方面都有特定的行为特征。结论。从理论角度来看,研究结果证实了行为细分在体育消费市场中的有效性。从运营的角度来看,它们为体育系统连锁经营企业和目的地管理运营商提供了有用的营销指示。
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Sports Consumption Behavior: Discovering Typologies of Amateur Cyclists
Abstract Introduction. Cycling is one of the most popular and practiced sports both in Europe and globally. However, management studies aimed at defining cyclists’ consumption behavior are still limited. The most recent contributions describe cycling consumption as an activity heavily influenced by the intensity and sociality of its practice but do not highlight the importance of expenditures related to participation in amateur cycling events and cycle tourism experiences. Starting from these behavioral dimensions, the article proposes an original segmentation of the sport and leisure market, leading to the identification of different profiles of amateur cyclists. Material and methods. The research was conducted on a sample of 182 cyclists located in one single Italian region to ensure a high level of social, economic and cultural uniformity. The data was collected by conducting a questionnaire, and its resulting information relating to sport and consumer behavior was processed through a cluster analysis procedure. Results. The results reveal the existence of five different amateur cyclists’ profiles (the parsimonious, the competitive, the ostentatious, the sociable and the experiential), each distinguished by specific behavior in terms of the intensity and way of conducting the sports activity and the propensity to incur different types of expenditure. Conclusions. From a theoretical point of view, the results confirm the effectiveness of behavioral segmentation in the market of sports consumption. From an operational point of view, they provide useful marketing indications for businesses operating in the sport-system chain and destination management operators.
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来源期刊
Polish Journal of Sport and Tourism
Polish Journal of Sport and Tourism Health Professions-Physical Therapy, Sports Therapy and Rehabilitation
CiteScore
1.00
自引率
0.00%
发文量
19
审稿时长
8 weeks
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