梁誉苧 李荣日

摘 要：为深入探究个体特征对全民健身持续消费意愿的影响，以及服务质量与消费信任在此过程中的中介效应，采用文献资料等研究方法，构建了个体特征对全民健身持续消费意愿影响的结构方程模型。结果表明：个体特征、服务质量、消费信任分别对持续消费意愿具有显著的正向影响，服务质量与消费信任分别在个体特征对持续消费意愿中发挥着显著的中介作用。据此，本研究从把握个体特征、优化服务质量、提高消费信任等层面，提出加强持续消费意愿的建议，以期为全民健身消费市场升级给予理论指导和现实参考。

关键词：全民健身消费;个体特征;服务质量;消费信任;持续消费意愿

Abstract：In order to explore the influence of individual characteristics on the sustainable consumption intention of national fitness， and the mediating effect of service quality and consumption trust in this process， this study used literature review， structural equation and other methods to build a structural equation model of the influence of individual characteristics on the national fitness sustainable consumption intention The results show that individual characteristics， service quality and consumption trust have significant positive effects on sustained consumption intention respectively， and service quality and consumption trust play significant mediating roles in individual characteristics on sustained consumption intention Based on this， this study proposes suggestions to grasping individual characteristics， optimizing service quality， and improving consumption trust， and hopes to provide theoretical guidance and practical reference for the upgrading of the national fitness consumption market

Key words：National fitness consumption; Individual characteristics; Service quality; Consumption trust; Sustainable consumption intention

全民健身消費是人民追求美好生活的方式之一，对满足民生诉求、推动体育产业高质量发展具有深远意义。2019年，国务院办公厅出台《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》，将全民健身与体育消费高效联动视为增强民众幸福感和获得感的新燃点。正如何文义所言：“促进全民健身和体育消费，推动体育产业高质量发展，最终以实现人民美好生活为目标[1]。”全民健身的经济价值日渐凸显，引发社会各界的广泛关注，国内掀起了全民健身消费浪潮。然而，由于个体异质性，全民健身消费整体仍显现出持续消费意愿不强等问题[2]。相关研究表明，服务感知质量和信任可以提高消费者忠诚度[3]，进而影响消费者回购的意愿与行为[4]。……