为探索消费者对体育赛事的消费规律并促进体育赛事的消费，运用文献资料、逻辑分析等研究方法，对消费者消费体育赛事的心理过程、影响消费者消费心理形成的因素进行了分析。结果显示：消费者消费体育赛事大致分为“关注———兴趣———期待———行动———回味”五个环节，而消费者的经济条件与文化水平、闲暇时间与兴趣爱好、赛事服务质量与管理、赛事宣传力度与展现方式等因素是影响消费者赛事消费心理的重要因素。积极引导消费者树立合理的消费观念、赛事开展结合消费者的闲暇时间与爱好、丰富提高体育赛事内容及质量、加大赛事宣传力度以及培养赛事经营管理人才等则是赛事促销的有效策略。%In order to explore the consumption rules of sports events and promote the consumption of sports events,this paper analyzes the psychological process of consumers'consumption sports events and the influencing factors of consumer psychology by literature,logic analysis and other research methods.The results show that:consumer sports events can be divided into five areas:"focus -interest -expectation -action -aftertaste", and consumer economic conditions and cultural level,leisure time and hobbies,service quality management, event propaganda and show the factors such as the impact of consumer events are important factor in consumer psychology.The effective strategy for event promotions are:actively guide the consumer to establish a reasonable concept of consumption,the combination of activities to carry out consumer leisure time and hobbies,rich content and improve the quality of sporting events,increase publicity and training event management personnel.
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