国际中文开源期刊平台

高校羽毛球爱好者在体育用品消费上的行为分析——基于IPA 分析法

Behavioral Analysis of College Badminton Enthusiasts in Sports Goods Consumption Based on IPA Analysis Method

休闲运动与健康 / 2024,4(2)：102-107 / 2024-10-17 46 28

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• 作者： 赵德龙      张强弓     
• 单位：

  湖北大学体育学院，武汉

• 关键词： 高校；羽毛球爱好者；体育用品消费
• Universities; Badminton enthusiasts; Sports equipment consumption
• 摘要： 本研究采用文献资料、问卷调查、IPA分析、数理统计等方法，以具有体育用品消费经历的羽毛球爱好者大学生为研究对象，对湖北省四所高校羽毛球爱好者的体育用品消费行为进行调查研究。研究结果显示，高校羽毛球爱好者在体育用品消费属性的四个维度中，对产品功能和产品设计的重要性和满意度评价较高，对产品品牌的重要性和满意度评价较低，而对产品的价格维度则表现出高重要性和低满意度。这表明产品的功能和设计能够满足高校羽毛球爱好者的需求，但在产品品牌方面未能达到他们的期待，且产品的价格也不能得到满足。在12项消费属性指标中，有5项（产品的耐用性、产品具有的保护作用、外观好看、款式设计、采用高科技材料）位于表现良好区，需继续保持产品的创新设计和良好的功能；1项（产品的便利作用）位于额外资源区，是相对于其他品牌产品的优势，无需过多关注；4项（是否选择明星装备品牌、选择流行品牌、选择赛事赞助品牌、比三大厂便宜）位于缓慢改进区，是需要考虑改进的方面；2项（性价比高、活动优惠政策）位于重点改进区，是需要重点改进和完善的方向。基于上述分析，本研究为羽毛球领域的三家领先体育企业提出了针对性的建议，旨在为其合理制定研发和营销策略提供参考。
• This article adopts methods such as literature review, questionnaire survey, IPA analysis, and mathematical statistics to investigate the sports equipment consumption behavior of badminton enthusiasts in four universities in Hubei Province, with badminton enthusiasts who have experience in sports equipment consumption as the research object. Research has shown that university badminton enthusiasts have a higher level of awareness and satisfaction with the importance of product function and product design in the four dimensions of sports equipment consumption attributes, a lower level of awareness and satisfaction with the importance of product brand, and a higher level of importance and low satisfaction with the price dimension of the product. The product’s functionality and design can meet the needs of college badminton enthusiasts, but it has not met their expectations in terms of product brand, and the price of the product cannot be met. Among the 12 consumer attribute indicators, 5 (durability of the product, protective effect of the product, attractive appearance, style design, and use of high-tech materials) are located in the well performing area, and it is necessary to continue to maintain the innovative design and good functionality of the product; One item (convenience of the product) is located in an additional resource area, which is an advantage compared to other brand products and does not require much attention; The four items (whether to choose a celebrity equipment brand, choose a popular brand, choose a sports like brand, and be cheaper than the three major factories) are located in the slow improvement area and need to be considered for improvement; Two areas (high cost performance and promotional policies) are located in the key improvement area and need to be improved and perfected. Therefore, by analyzing the consumption attributes of badminton enthusiasts in universities, some suggestions are proposed for the three leading companies in the badminton field, providing some reference for the rational formulation of product marketing strategies.
• DOI： https://doi.org/10.35534/lsh.0402018
• 引用： 赵德龙，张强弓．高校羽毛球爱好者在体育用品消费上的行为分析——基于IPA 分析法［J］．休闲运动与健康，2024，4（2）：102-107．