冰雪消费行为的微观机制：基于长三角居民消费体验的实证研究

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中图分类号：G80-32/G80-052 文献标识码：A 文章编号：1002-3488（2025）02-0043-08

Abstract：Againstthe backdrop of advocating the high-quality development oficeand snow sports in the new era， theYangtzeRiverDeltaregion，as themosteconomicallydynamicand innovativeregioninChina，is expected to expanddomestic demand through ice and snow consumption.This paper uses research methods such as model hypothesisandquestionnairesurvey，aswellasthe Structural EquationModel（SEM），tostudytheiceand snow consumption situation ofresidents in the YangtzeRiver Deltaregionand explore the internal driving mechanism of ice and snow consumption behavior.Itis concluded thatthe formation of iceand snow consumption behavior is a dynamic interaction process between internal and external driving forces;consumption experiences such as entertainment，escapism，aestheticsandeducationallplayimportantroles inpromotingconsumers'wilingness to participateand effectively shape consumers’behaviors;negative factors willrestrictthe potentialof iceand

snowconsumption，especiallyinregionswithrelatively lagging economic development.It is recommended tooptimize the coordinated development layout of the Yangtze River Delta region and promote the optimizationand upgradingof the iceand snow industrychain;the governmentshould strengthen the policy guidance for the ice and snow consumption market and promote the optimization of the external environment; increase the promotion of ice and snow

culture and cultivate young consumer groups;promote the crossborder integrationand innovationofthe ice and snowindustry，expand themarket space，and comprehensively enhance thevitalityoficeandsnowconsumption in the Yangtze River Delta region.

Key words：ice and snow consumption; consumption experience; consumption driving force;micro-mechanism; Yangtze River Delta region

1研究背景与目的

在新发展格局下，提振消费扩大内需是促进经济高质量发展的重要战略举措。（剩余10946字）