本文通过对浙江省杭州、宁波和温州三地城市居民的实地调查,分析了人们在休闲体育消费中所体现的众多特征;调查发现,城市居民对休闲体育的认知度较高;而在项目选择、消费内容、参与动机、消费结构和消费水平等方面,则呈现出明显个性化、多样化、情感化和层次化特征。 Based on field investigation of urban residents in Hangzhou, Ningbo and Wenzhou in Zhejiang Province, this paper analyzes many characteristics of people in the consumption of leisure sports; the survey finds that urban residents have a higher awareness of leisure sports; while in the project Choice, content of consumption, motivation of participation, consumption structure and level of consumption, etc., showing obvious personality, diversification, emotional and hierarchical features.