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大学生のスポーツ実施における消費行動に関する一考察

杉本 龍勇

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The focus of this study is Consumer Behavior to sports participation of university students. Three different characteristics were identified form factor analysis. 1. Their objective for sports participation and values for sports participation have varied in the university life. 2. The frequency of sports participation is mainly increased by objective of sports participation is competitive oriented. 3. Intention of regular sport activities is increased by objective of sports participation for
more » ... lth and stress reduction. These three characteristics are considered to construct a marketing strategy by which university student could change own values for sport participate and is motivated to participate sports activities.
doi:10.15002/00009635 fatcat:qfpt4nwvyveprn35rgkovcicbm
lang:ja
Citation

杉本 龍勇. "大学生のスポーツ実施における消費行動に関する一考察." 41-54