都市女性休闲认知及休闲方式研究

A Research on Leisure Cognition and Leisure Style of Urban Women in China

Facing pressure of fierce competition and quick rhythm of urban life, women will pay more attention to leisure style that can fulfill their individual demands. The multiform leisure style will be an important component of urban life, and will become the consumption mainstream. Adopting empirical method , this paper regards women in Guangzhou as the subject, It surveyed and studied such 34 relevant questions as the leisure cognition , consumption characteristic and life attitude ,etc. The result indicates that women’s most favorite leisure styles are sightseeing and go on vocation, followed by leisure entertainment and cosmetology and fitness.Among the leisure products already bought, cosmetology and fitness enjoy great popularization. The following ones are leisure entertainment and diathesis training. Urban women are relatively sensitive colony of Medias. Newspaper, magazine and television advertising are their main cognitive way of leisure. The motivation of buying the leisure products is to meeting individual taste, fulfill needs of recreation entertainment and social interactivity. The main factors influencing purchasing behavior are service attitude, service facility and individual preference digressively. Such factors as service quality, the degree to which social interactivity needs fulfilled, content, form and leisure atmosphere and price etc. are also important factors influencing leisure practices satisfaction. Popularization with concentricity, fashion and self focus and pluralism in consumption are the primary characteristics of urban women’s leisure market .The result of this study will contribute to uncovering the characteristic of urban women s leisure consumption and its market structure, and offering reference for relevant service enterprises to occupy the market or to their scientific marketing.