| （1.Jilin Sport University，Changchun 130022，China；2.School of Physical Education，Shandong University，Jinan 250061，China) Abstract: Based on consumer behaviors as the logic start point, and the means-end chain as the research tool, and by using in-depth interview method and soft ladder interview technique, the authors presented the research results on a consumer perception value chart, and probed into ice and snow sports tourism consumption decision affecting factors. This research indicates the followings: the most important path of ice sports consumption level is ice event variety – increasing sports skills – life fun and enjoyment; the most important path of snow sports consumption level is snow event variety – improving physical health – life fun and enjoyment.
Key words: sports economics；ice and snow sports；consumption decision affecting factor；soft ladder interview；perception value chart |
