2008年北京奥运会商品消费价值研究

随着2008年奥运会的临近,奥运经济成为关注的焦点。本文在Sheth(1991)提出的五种消费价值观的理论基础上发展了一份消费价值观量表,以北京的消费者为研究对象,采用了因子分析、聚类分析、方差分析,对应分析和卡方检验等多种研究方法,分析了在奥运会商品市场上城市消费者的消费价值构成,以及消费价值构成和由此聚类产生的消费组群与人口统计变量之间的关系,由此给出了由分析得出的结论和政策建议。

A Research of Consumption Value Concerned with Consumers Purchasing Olympic Commodity

With the approaching of Beijing 2008 Olympic Games,Olympic economics is becoming a hot point.This paper develops a consumption value measured list concerned with consumers in Beijing based on the five consumption value theory by Sheth(1991).It analyses the consumption values of consumers in Olympic commodity market and the relationship between consumption cluster and demographic variables using the method of factorial analysis,quick cluster,multivariate and correspondence analysis.In the end,the paper gives the policy application and suggestions on Olympic commodity.