| 基于聚类分析的长沙市民体育休闲行为意向分异研究 |
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| 引用本文： | 胥郁.基于聚类分析的长沙市民体育休闲行为意向分异研究[J].长沙航空职业技术学院学报,2012,12(4):78-81. |
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| 作者姓名： | 胥郁 |
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| 作者单位： | 长沙航空职业技术学院,湖南长沙,410124 |
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| 摘 要： | 城市居民作为体育休闲市场的主体,对其行为意向展开研究,对于发现城市体育休闲市场一般特征、开拓相关体育休闲市场等具有重要意义。通过对长沙市民抽样调查得到基础数据,运用聚类法得出3类意向不同的细分市场,采用对应分析方法对各细分市场的体育休闲意向进行分析,得出不同类型的细分市场的体育休闲意向有显著差异的结论,因而获得了体育休闲市场营销的启示。
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| 关 键 词： | 体育休闲 行为意向 聚类分析 卡方检验 |
A Study on Differences of the Behavior Intention of Sports Leisure of Changsha Citizens Based on Cluster Analysis |
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| XU Yu.A Study on Differences of the Behavior Intention of Sports Leisure of Changsha Citizens Based on Cluster Analysis[J].JOurnal of Changsha Aeronautical Vocational and Technical College,2012,12(4):78-81. |
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| Authors: | XU Yu |
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| Institution: | XU Yu ( Changsha Aeronautical Vocational and Technical College, Changsha Hunan 410124) |
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| Abstract: | The study of behavior intention of citizens as major participants of unban sports leisure activities, is of great significance to reveal the general characteristics of sports leisure activities, and ex- pand the sports leisure market. With the basic data from market survey to Changsha residents,this paper divides the sample into three different types with cluster analysis, and finds remarkable differences between the residents＇sports leisure intention with chi -square test, then gets some enlightenment on sports leisure marketing. |
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| Keywords: | sports leisure behavior intention cluster analysis chi - square test |
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