湖南省城市中年职业女性体育消费心理行为特征分析

采用文献资料法、问卷调查法、数理统计法和逻辑分析法对湖南省14个省辖市35—55岁城市中年职业女性人群体育消费心理行为特征进行研究．结果发现：她们的实用型体育消费观构成比最高；35—45岁城市中年职业女性对新式样新风格的体育产品最感兴趣；46—55岁城市中年职业女性对新体育产品最感兴趣；两个组别的女性对体育品牌、明星崇拜和体育商品特性的消费习惯具有相同等位的构成比；两组女性体育消费性格类型的构成比及总构成比排序相同；两组女性的体育消费经验少．

An analysis of the characters of mental processes and behavior during the sport consuming of urban middle-aged professional females in Hunan province

In this paper we research the characters of mental processes and behavior during the sport consuming of urban middle-aged professional females whose age from 35 to 55 coming from 14 cities in Hunan province through analyzing documents,questionnaires,Stat.and logic analyses.The significance of this paper is that the proportion of sport consumption practicality is highest,the urban middle-aged professional females age from 35 to 45 have most interest in new style sport products,age from 46 to 55 have most interest in new sport products,two groups have the same proportion of consumption custom during pursuing sport brand,sport star and products' peculiarity,the sequence of proportion as well as the total proportion is also same about the types of characters of sport consumption,two groups females have few experiences.