基于消费者自我概念的高尔夫消费动机研究*

首先编制了消费者自我概念量表，对高尔夫球会客人进行了消费者自我概念的测查，将高尔夫消费者划分为事业自我型、交际自我型、精明自我型、家庭自我型和表现自我型五大类，进而分析了这五类消费者在参与高尔夫球运动动机和购买高尔夫球会会籍动机方面的差异。结果表明，(1)锻炼身体是消费者参与高尔夫球运动的主要动机。不同自我概念消费者参与高尔夫运动的动机的差异表现在事业自我型消费者与其他群体的差异显著;(2)商务交往是消费者购买球会会籍动机的主要动机，不同自我概念消费者购买球会会籍动机的差异表现在家庭自我型消费者与交际自我型、表现自我型消费者之间存在显著差异。

The Research of Golf Consumption Motive Based on Consumption Self-Concept

This paper investigated consumers motivation of playing golf and buying golf club membership and analyzed the differences among various customers with specific self-concept. The consumer self-concept scale was revised and used to divide the consumers into five categories: profession-self, communication-self, astute-self, family-self, expression-self. The results showed that: 1) the main motivation of playing golf is to do physical exercises. The difference of the motivation of playing golf among various consumers with specific self-concept is the significant between profession-self customers and other kind of customers. 2) the main motivation of buying golf club membership of customers is business communication. The difference of the motivation of buying golf club membership of customers is among family-self customers with communication-self customers and expression-self customers.