为研究休闲体育消费文化与消费行为的关系，在心理学领域计划行为理论的基础上，构建休闲体育消费文化理论模型。研究显示，休闲体育消费态度、主观规范和休闲体育消费感知行为对消费行为有重要的影响；此外，休闲体育消费文化观念对消费意向有显著影响，休闲体育消费意向对消费行为有显著影响。因此，休闲体育文化对消费行为有显著影响。最后，结合相关心理学知识和营销学知识，提出构建休闲体育文化的相关建议，以此来促进休闲体育消费，并进而拉动经济增长。%Based on the Theory of Planned Behavior from the Psychological Area, this paper develops a theoretical model of sports consumption culture, for the study of the relation between leisure sports consumption culture and consumption behaviors. As it reveals, the attitudes towards leisure sports consumption, subjective norm and perceived behavior control all have obvious influences on consumption behaviors. And also, the influence of the culture concept of leisure sports consumption on consumption intention and the influence of consumption intention on consumption behaviors are significant. So, leisure sports culture haven obvious influence consumption behaviors. Finally, combining the knowledge of psychology and marketing, it gives some suggestions on the construction of leisure sports culture in order to stimulate the consumption of leisure sports consumption and thus boost the development of economy.
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