施家瑜

摘要：为深入探究需求取向对全民健身消费行为的影响机理，以及体验价值与主观幸福在此过程中的多重中介效应，采用文献资料、因子分析、结构方程等方法，构建并检验了需求取向下全民健身消费结构模型。结果表明：需求取向、体验价值、主观幸福分别对全民健身消费行为具有显著的正向作用;体验价值、主观幸福分别在需求取向影响全民健身消费行为的过程中具有多重中介效用。从优化大众消费需求、增强体验价值效果、增进主观幸福感知等层面，提出激发全民健身消费行为的对策与建议，为有效满足民生诉求、形成持续性全民健身消费行为予以理论支撑与实践指导。

关键词：需求取向;体验价值;主观幸福;消费行为;全民健身消费

中图分类号：G80-051文献标识码：A文章编号：1006-2076（2021）04-0036-07

Influence of demand orientation on national fitness consumption behavior： Multiple mediating effects of experience value and subjective happiness

SHI Jiayu

School of Sports Science and Engineering， East China University of Science and Technology， Shanghai 200237， China

Abstract：In order to explore the mechanism of demand orientation on national fitness consumption behavior， as well as the multiple mediating effects of experience value and subjective happiness in this process， this study uses literature data， factor analysis， structural equations and other methods to construct and test the structural model of demand orientation on national fitness consumption behavior. The results show that demand orientation， experience value， and subjective happiness respectively have significant positive effects on national fitness consumption behavior; experience value and subjective happiness respectively have multiple mediating effects in the process of demand orientation affecting national fitness consumption behavior. In view of this， this research proposes countermeasures and suggestions to stimulate national fitness consumption behavior from the aspects of optimizing public consumption demand， enhancing experience value effects， and enhancing subjective happiness perception， so as to provide theoretical support and practical guidance for effectively satisfying people’s livelihood demands and forming continuous national fitness consumption behaviors.

Key words：demand orientation; experience value; subjective happiness; consumer behavior; national fitness consumption

“十四五”规划谋篇布局之年，习近平总书记强调“要贯彻以人民为中心的发展思想，聚焦于民生福祉痛点问题”。全民健身活动作为一项民生事件，对持续改善人民生活质量、满足民生诉求具有深远意义。随着人民对全民健身需求的增长，完善全民健身服务体系、优化全民健身消费内容等成为当务之急。《关于促进全民健身和体育消费 推动体育产业高质量发展的意见》《关于加强全民健身场地设施建设 发展群众体育的意见》等政策文件强调，以全民健身促进体育消费，让人民成为真正的“体育主角”。国家体育总局副局长李颖川也指出，全民健身作为启动体育消费的“金钥匙”，应多力并舉全面探索全民健身消费发展新模式。……