江汉大学学报（自然科学版）

基于感知服务质量模型和购后行为理论,构建公共体育场馆服务的行为路径,运用定量分析研究方法对公共体育场馆运动者感知服务质量与购后行为之间的关系进行探讨。研究表明:体育场馆服务产品对积极购后行为和消极购后行为均有正向影响,产品供给是否符合运动者需求是主要原因;场馆服务传递对积极购后行为有正向影响,对消极购后行为有负向影响;场馆服务环境尤其是气氛因素对积极购后行为有显著影响。

Based on perceived service quality model and post-purchase behavior theory,this paperconstructed the behavior path of public sports stadiums service,with quantitative analysis method todiscuss the relationship between perceived service quality and post purchase behavior. The resultsshowed that:the service products had a positive impact on positive post purchase behavior and negativepost purchase behavior,whether the supply of products met the needs of sporters was the main reason;the service delivery had a positive effect on the positive post purchase behavior,and had negative effecton the negative post purchase behavior;the service environment,especially the atmosphere,had asignificant impact on the positive post purchase behavior.