导　　师： 吕树庭

学科专业： 040301

授予学位： 博士

作　　者： ;

机构地区： 上海体育学院

摘　　要： 在当前“阶层消费”时代的大背景下,体育消费的阶层分化也在所难免,但是这方面的研究却非常少,对社会阶层与体育消费行为的关系还缺乏深入的探讨。根据王宁教授对消费社会学研究范式的三种划分,本文属于包含在传统消费者行为学中的对体育消费这一文化现象的应用社会学研究,主要是利用“社会阶层”这一重要而传统的社会学概念作为解释范畴,研究目标是政策制定和市场营销。研究侧重点是可操作化的体育消费行为及其影响这种行为的社会学因素。本研究首先确定社会分层,然后用社会分层的测定变量为自变量,体育消费行为为因变量,研究社会分层与体育消费之间的关系,即社会分层对体育消费行为的影响。 本研究的基本假设是: 1、当代中国社会的社会变迁导致人们价值观和生活方式的变迁。 2、人们的价值观和生活方式影响和制约着人们的体育消费行为。 3、不同社会阶层的体育消费行为存在着明显差异。 4、再分层变量/(职业、收入、教育/)影响着社会成员的体育消费水平和结构。 对本文的整体构思为:首先以消费者行为学理论为基础对体育消费行为理论进行探索,继而以社会分层理论和布迪厄的阶层消费理论为理论基础建立起社会分层与体育消费行为分析的理论框架,为实证研究建构理论支撑;其次,在理论分析框架下建立社会阶层、价值观和生活方式与体育消费行为三者之间关系的实证考察,同时,探索体育消费水平阶层分化背后主要社会影响因素以及职业阶层在这些影响因素中居于何种地位,检验本文的理论假设;第三,分析社会阶层体育消费行为的制约因素及发展趋势如何;第四,对体育消费行为进行分类,以此为基础划分了体育消费群体;最后,在上述研究的基础上得出本研究的基本结论,并针对政府和企业提出相应对策。 本文在以下方面有一定程度的创新: 1、研究视角选取的创新 选取消费社会学的社会分层视角来观察社会阶层、价值观、生活方式和体育消费行为三者之间的关系,在研究视角的选取上有所创新。 2、研究理论构建的创新 以消费者行为理论为理论基础对体育消费行为理论进行探索,以社会分层理论和布迪厄阶层分化理论为基础,构建体育消费行为阶层分化的理论分析框架,并以此为理论支撑展开社会阶层、价值观、生活方式和体育消费行为三者关系的实证研究,同时也是对理论假设加以验证,这在理论构建上是一个创新。 本文具体内容分为九章: 第一章:导论 主要对所要研究的问题及其理论意义和应用价值,研究地点的选取、研究思路和方法、实证分析框架、基本假设、概念界定及变量选择进行了说明,对创新点、重点和难点进行了归纳。 第二章:文献综述 主要对我国体育消费研究、消费社会学的发展、国内外社会分层与消费关系和国内外关于社会分层与社会体育/(包括体育消费/)的关系的相关理论及研究成果进行回顾与整理,明确了本研究的来龙去脉及其定位。 第三章:体育消费行为理论探索 主要以消费者行为学理论为基础对体育消费行为理论进行探索,对体育消费行为进行了概念界定及分类,并建立起体育消费行为系统动态模型,为实证研究构建理论支撑。 第四章:社会分层对价值观和生活方式的影响 通过因子分析和聚类分析对体育价值观、消费价值观和生活方式进行分析,进而对其进行比较分析并进行卡方检验。统计结果表明,各阶层总体体育价值观存在显著的差异/(P<0.05/),消费价值观和生活方式存在非常显著的差异/(P<0.01/),说明阶层地位对其有显著影响。 第五章:各社会阶层体育消费行为的比较分析 对各阶层的体育消费行为从体育消费意识、体育消费方式、体育消费水平、结构和体育消费行为满意度四大方面进行了比较分析。运用多元回归的方法对引起体育消费水平阶层分化的社会因素进行了分析。 第六章:价值观和生活方式对体育消费行为的影响 对体育价值观、消费价值观与体育消费意识的关系及生活方式与体育消费产品种类选择、体育消费品品牌选择、体育消费场所选择、体育消费信息来源选择、体育消费支付方式、消费形式和时间选择等体育消费方式的关系进行了相关分析。 第七章:社会阶层体育消费行为制约因素及发展趋势探悉 对各阶层体育健身娱乐和体育观赏消费行为制约因素进行了比较分析,从宏观经济、社会发展背景和微观的未来体育消费类别选择和健身娱乐消费项目选择两个方面对社会阶层体育消费行为的发展趋势进行了探悉。 第八章:各阶层价值观、生活方式和体育消费行为的分类分析 以前面各章为基础,结合访谈和实地观察结果,对各阶层价值观、生活方式及体育消费行为特征共性进行归纳,对各阶层价值观、生活方式和体育消费行为特征进行了分类分析。 结果表明,各阶层无论是价值观、生活方式还是体育消费行为都表现出一定的共性,同时也呈现出明显的阶层分化趋势,这种阶层分化趋势基本上与阶层地位的高低相一致,当然,一些阶层在某些方面还是表现出一定的独特性。 第九章:结论与对策 提出本研究的基本结论、以体育消费行为分类为基础划分了体育消费的四个群体,并针对政府和企业提出相应对策。最后指出本研究的不足和进一步需要研究的问题。 本研究的基本结论如下: 1、价值观、生活方式和体育消费行为都呈现出明显的阶层分化趋势,珠三角体育消费者大致划分为实力型、中坚型、经济型和弱势型四个体育消费群体。 2、人们的价值观和生活方式影响和制约着人们的体育消费行为 3、资源占有差别导致体育消费水平的阶层分化的产生,家庭收入越高,个人教育程度越高,个人体育消费水平越高,职业地位对人均体育消费总支出有独立影响,阶层地位越高,个人体育消费水平越高。 对策的提出从政府和体育企业两方面着手进行: 政府的政策选择包括: 1、推动社会阶层结构合理化,促进体育消费均衡增长。 2、调整收入分配制度,缩小收入分配差距,促进整体体育消费水平的提高。 3、构建和完善多元化的全民健身服务体系,积极引导体育消费。 4、调整产业结构,正确选择体育产业发展的优先领域。 5、合理划分营利性与非营利性体育健身娱乐经营机构,实施不同的政策。 6、利用价格杠杆作用实行质优价廉、多层次社会体育消费的价格政策。 体育企业的分层营销策略包括: 1、以各阶层价值观、生活方式和体育消费行为类别划分为依据,对体育市场合理细分。 2、体育目标市场选择和体育市场定位,采取有效的体育市场营销组合策略。本研究的不足在于: 一是限于问卷设计的不足,没有对农民工这一群体进行区分;二是对策的提出只是尝试性的探索。 需要进一步研究的问题包括体育消费人口及阶层体育消费人口问题、符号性体育消费问题、社会分层、生活方式与体育市场细分问题、健康、科学、文明体育消费生活方式的形成与促进问题。 Since the reform and opening-up, our country’s social structrue has stactified notably, some new social strata have formed gradually, a new kind of social strucature has appeared, also, this kind of social strucature is tending to be stable, at the same time, the differences in social features, ecnomic features, life style and interest indentity among strata have become perspicuity increasingly, the most obvious result of which in consumption field is the consumption stratification brought by social stratification. On the background of developing the third industry and enlarge niner needs, Premier Zhu Rongji indicated in Govermental Work Report :“We should lead the residenters to encrease the consumption in culture, entertainment, physical fitness and travel and widen service field.”, which indicates that sport consumption has been brought into the government’s visual field in enlarging inner needs to promote economic increase. On the background of“consumption stratification”, sport consumption stratification cannot be an exception, but the research on this topic is scarce. The deeper discussion on the relationshiop between social strata and sport consumption behaviour is scarce. According to Professor Wangning’s three kinds of consumption sociology reseach patterns, this dissertation belongs to applicaton reseach contained in the traditional consumtoin behaviour on sport consumption---a cultural phenominon, which takes the important and traditional sociology concept---“social stratum”---as the explanation category, policy-making and marketing as the research aim, operational sport consumption behaviour and the s influcing factors in sociology on sport consumption behaviour as the research emphasis. This dissertation firstly ensurred the social strata, and then took the variables measuring social stratification as the independent variables and the variables measuring sport consumption behaviour as the dependent variables to research the relationship between he social strata and sport consumption behaviour, that is , inflences put by social stratification on sport consumption behaviour. The basic hypotheses are as the following: Hypothesis 1, The social mobility in contemporary China led to the mobility of people’s value notion and life style. Hypothesis 2, People’s value notion and life style influences and restrictes people’s sport consumption behaviour. Hypothesis 3, Sport consumption behaviours among the social stata are obviously different. Hypothesis 4, The variables such as occupation, income and education influence people’s sport consumption level. The whole design is as the following: Firstly, based on the theory of consumption behaviour, the dissertation made the explorations to the theory sport consumption behaviour, and then, based on the theory of social stratification and Bourdieu’s stratum consumption theory, set up the theoretical framework in analyzing the relationship between the social stratum and sport consumption behaviour, which set up the theoretical foundation; Secondly, In order to verify the thery hypothesis, based on the theoretical framework, the dissertation made the demonstration research on the relationship among the social stratum, value notion, life style and sport consumption behaviour, at the same time, it explored the factors leading to the sport consumption behaviour stratification and occupation’s positon in these influcing factors. Thirdly, the dissertation analyzed the factors restricting social strata’s sport consumption behaviour and developing trend. Fourthly, based on the above research results, the dissertation made the conclusion and put forward the countermeasure aimming at the government and sport enterprises. The dissertation consists of nine chapters: Chapter 1.The introduction: This chapter explains the question studied, the theoretical and practical siginficance of the study, the reseach places chosen, research design and meathods,demonstration analysis framework, basic hypotheses, concept defination and variables chosen, summarizes the innovations, emphases and the difficulties. Chapter 2.Literature summarization: This chapter reviews and summrizes the related theories and reseach fruits on the sport consumption research in China, development of consumption sociology, the ralationship between social stratification and consumption, the relationship between social stratification and Sport for All including sport consumption, defines the cause and effect and orientation of the study. Chapter 3. Theoretical exploration into sport consumption behaviour: This chapter explores the theory of sport consumption behaviour based on the theory of consumption behaviour,wich includes the defination, clasification and systematical dynamic model of sport consumption behaviour. Chapter4. The influence put by social stratification on value notion and life style: This chapter compares and analyzes sport value notion, consumption value notion and life styles among social strata. Chapter5. Comparison and analysis on sport consumption behaviour among social strata: This chapter compares and analyzes the sport consumption behaviour among social strata in terms of sport consumption consciousness, manner, level, constructure and satisfaction degress, analyzes the factors causing stratification of sport consumption level by taking the multianalysis regression. Chapter6. The influence put by value notion and life style on sport consumption behaviour: This chapter makes the correlation analysis between sport value notion and sport consumption consciousness, consumption value notion and sport consumption consciousness, life style and variety choice, brand choice, place choice, information source, payment pattern, consumption form and consumption time of sport consumption. Chapter7. Restricting factors and developing trend of social strata: This chapter compares and analyzes restricting factors on physical fitness and match-wathing consumption, explores the developing trend of social strata from microscopical viewpoint in economic and social development and macrocosmic viewpoint in variety choice of sport consumption and fitness consumption items choice. Chapter8. Classification of all strata’s value notion, life style and sport consumption behaviour: Based on the above chapters, combined with interview results, this chapter summarizes the common features of value notion, life style and sport consumption behaviour and classify the social strata’s features of value notion, life style and sport consumption behaviour. Chapter9. Conclusion and countermeasure: This chapter makes the basic conclusions of the study, classify the four sport consumption groups, puts forward the countermeasurs in reference to the government and enterprise, points out the insufficiencies and questions needing further study. The basic conclusions are as followings: Conclusion1. The value notion, life style and sport consumption behaviour takes on obvious trend of stratification. Spoort consumption consumers in the Pearl Delta rigion can be approximately divided into four groups, they are“strength pattern”,“nucleus pattern”,“economical pattern”and“weakness pattern”. Conclusion 2. People’s value notion and life style influece and restrict their sport consumption behaviour. Conclusion 3. Differences of resource possession lead to stratification of sport consumption level, the higer the education degree and income are, the higer the sport consumption level is. Occupation rank has the independent influence on sport consumption level, the higer the occupation rank is, the higer the sport consumption level is. This dissertation has some innovations: Innovation1.The research viewpoint innovation:The relationship among social stratum, value notion, life style and sport consumption behaviour from the viewpoint of social stratification in consumption sociology. Innovation2. The theory construction innovation: Based on the theories of consumption behaviour, social stratification and Bourdieu’s stratum consumption theory, the dissertation made the explorations to the theory sport consumption behaviour, set up the theoretical framework of analysis, makes the demonstration research on the relationship among the social stratum, value notion, life style and sport consumption behaviour.

关 键 词： 体育消费行为 阶层分化 价值观 生活方式 体育消费群体 市场细分

分 类 号： [G812.4]

领　　域： [文化科学]