CAJ | 학술논문

通过社会学调查，运用体育营销学的相关理论，对山东省8城市1106名中年人体育参与的决策制定过程及约束因素进行研究，并制定了参与者消费行为模型。结果表明：中年人群体育参与决策的制定是较为复杂的认知过程，经历了滑题识别-信息搜寻-评价选择对象-参与-评价5个环节。不同年龄段、文化程度、职业参与者对决策制定过程的认同率基本一致（X^2=68．79，P〉0．05；X^2=82．37，P〉0．05；X^2=143．26，P〉0．05）。决策制定过程的约束因素经因子分析得到特征值大于1，累计贡献率为74．83％的3个因子，即：心理因子、社会因子、情景因子。参与者决策制定过程是参与者消费行为模型的核心内容。
통과사회학조사，운용체육영소학적상관이론，대산동성8성시1106명중년인체육삼여적결책제정과정급약속인소진행연구，병제정료삼여자소비행위모형。결과표명：중년인군체육삼여결책적제정시교위복잡적인지과정，경력료활제식별-신식수심-평개선택대상-삼여-평개5개배절。불동년령단、문화정도、직업삼여자대결책제정과정적인동솔기본일치（X^2=68．79，P〉0．05；X^2=82．37，P〉0．05；X^2=143．26，P〉0．05）。결책제정과정적약속인소경인자분석득도특정치대우1，루계공헌솔위74．83％적3개인자，즉：심리인자、사회인자、정경인자。삼여자결책제정과정시삼여자소비행위모형적핵심내용。
This article mainly applies the sociological surveys, research and documentation, and the mathematical statistics method, using the sports marketing theory on the eight cities in Shandong province 1,106 middle-aged sports participation, the decision-making process and the constraints were studied and the players consumer behavior model were developed, so as to provide a theoretical basis for the sports operators on the middle-aged participants in the success of sports marketing activities and developing consumer market further. The results show that： the process that the middle-aged crowd to participate in decision-making sports is a complex process, which consist of the identified the problem - the information search - the evaluation of choice - participation-evaluation. Different ages, education, occupations on the middle-aged participants in the decision-making process is basically the same recognition rate （X^2 = 68.79, P〉 0.05; X^2 = 82.37, P〉 0.05; X^2 = 143.26, P〉 0.05）. the constraints of the decision-making process by factor analysis （eigenvalue greater than 1, a total contribution rate of 74.83%）consist of three factors, namely： psychological factors, social factors, scenarios factor. The core of the model is the decision-making process of the participant.