Research On Stratification Of Sports Consumption Behaviour In Pearl River Delta

Since the reform and opening-up, our country's social structrue has stactified notably, some new social strata have formed gradually, a new kind of social strucature has appeared, also, this kind of social strucature is tending to be stable, at the same time, the differences in social features, ecnomic features, life style and interest indentity among strata have become perspicuity increasingly, the most obvious result of which in consumption field is the consumption stratification brought by social stratification. On the background of developing the third industry and enlarge niner needs, Premier Zhu Rongji indicated in Govermental Work Report :"We should lead the residenters to encrease the consumption in culture, entertainment, physical fitness and travel and widen service field.", which indicates that sport consumption has been brought into the government's visual field in enlarging inner needs to promote economic increase.On the background of"consumption stratification", sport consumption stratification cannot be an exception, but the research on this topic is scarce. The deeper discussion on the relationshiop between social strata and sport consumption behaviour is scarce. According to Professor Wangning's three kinds of consumption sociology reseach patterns, this dissertation belongs to applicaton reseach contained in the traditional consumtoin behaviour on sport consumption---a cultural phenominon, which takes the important and traditional sociology concept---"social stratum"---as the explanation category, policy-making and marketing as the research aim, operational sport consumption behaviour and the s influcing factors in sociology on sport consumption behaviour as the research emphasis. This dissertation firstly ensurred the social strata, and then took the variables measuring social stratification as the independent variables and the variables measuring sport consumption behaviour as the dependent variables to research the relationship between he social strata and sport consumption behaviour, that is , inflences put by social stratification on sport consumption behaviour.The basic hypotheses are as the following:Hypothesis 1, The social mobility in contemporary China led to the mobility of people's value notion and life style.Hypothesis 2, People's value notion and life style influences and restrictes people's sport consumption behaviour.Hypothesis 3, Sport consumption behaviours among the social stata are obviously different.Hypothesis 4, The variables such as occupation, income and education influence people's sport consumption level.The whole design is as the following: Firstly, based on the theory of consumption behaviour, the dissertation made the explorations to the theory sport consumption behaviour, and then, based on the theory of social stratification and Bourdieu's stratum consumption theory, set up the theoretical framework in analyzing the relationship between the social stratum and sport consumption behaviour, which set up the theoretical foundation; Secondly, In order to verify the thery hypothesis, based on the theoretical framework, the dissertation made the demonstration research on the relationship among the social stratum, value notion, life style and sport consumption behaviour, at the same time, it explored the factors leading to the sport consumption behaviour stratification and occupation's positon in these influcing factors. Thirdly, the dissertation analyzed the factors restricting social strata's sport consumption behaviour and developing trend. Fourthly, based on the above research results, the dissertation made the conclusion and put forward the countermeasure aimming at the government and sport enterprises.The dissertation consists of nine chapters:Chapter 1.The introduction: This chapter explains the question studied, the theoretical and practical siginficance of the study, the reseach places chosen, research design and meathods,demonstration analysis framework, basic hypotheses, concept defination and variables chosen, summarizes the innovations, emphases and the difficulties.Chapter 2.Literature summarization: This chapter reviews and summrizes the related theories and reseach fruits on the sport consumption research in China, development of consumption sociology, the ralationship between social stratification and consumption, the relationship between social stratification and Sport for All including sport consumption, defines the cause and effect and orientation of the study.Chapter 3. Theoretical exploration into sport consumption behaviour: This chapter explores the theory of sport consumption behaviour based on the theory of consumption behaviour,wich includes the defination, clasification and systematical dynamic model of sport consumption behaviour.Chapter4. The influence put by social stratification on value notion and life style:This chapter compares and analyzes sport value notion, consumption value notion and life styles among social strata.Chapter5. Comparison and analysis on sport consumption behaviour among social strata: This chapter compares and analyzes the sport consumption behaviour among social strata in terms of sport consumption consciousness, manner, level, constructure and satisfaction degress, analyzes the factors causing stratification of sport consumption level by taking the multianalysis regression.Chapter6. The influence put by value notion and life style on sport consumption behaviour: This chapter makes the correlation analysis between sport value notion and sport consumption consciousness, consumption value notion and sport consumption consciousness, life style and variety choice, brand choice, place choice, information source, payment pattern, consumption form and consumption time of sport consumption.Chapter7. Restricting factors and developing trend of social strata: This chapter compares and analyzes restricting factors on physical fitness and match-wathing consumption, explores the developing trend of social strata from microscopical viewpoint in economic and social development and macrocosmic viewpoint in variety choice of sport consumption and fitness consumption items choice.Chapter8. Classification of all strata's value notion, life style and sport consumption behaviour: Based on the above chapters, combined with interview results, this chapter summarizes the common features of value notion, life style and sport consumption behaviour and classify the social strata's features of value notion, life style and sport consumption behaviour.Chapter9. Conclusion and countermeasure: This chapter makes the basic conclusions of the study, classify the four sport consumption groups, puts forward the countermeasurs in reference to the government and enterprise, points out the insufficiencies and questions needing further study. The basic conclusions are as followings:Conclusion1. The value notion, life style and sport consumption behaviour takes on obvious trend of stratification. Spoort consumption consumers in the Pearl Delta rigion can be approximately divided into four groups, they are"strength pattern","nucleus pattern","economical pattern"and"weakness pattern".Conclusion 2. People's value notion and life style influece and restrict their sport consumption behaviour.Conclusion 3. Differences of resource possession lead to stratification of sport consumption level, the higer the education degree and income are, the higer the sport consumption level is. Occupation rank has the independent influence on sport consumption level, the higer the occupation rank is, the higer the sport consumption level is.This dissertation has some innovations:Innovation1.The research viewpoint innovation:The relationship among social stratum, value notion, life style and sport consumption behaviour from the viewpoint of social stratification in consumption sociology.Innovation2. The theory construction innovation: Based on the theories of consumption behaviour, social stratification and Bourdieu's stratum consumption theory, the dissertation made the explorations to the theory sport consumption behaviour, set up the theoretical framework of analysis, makes the demonstration research on the relationship among the social stratum, value notion, life style and sport consumption behaviour.