(School of Physical Education，Hanshan Normal University，Chaozhou 521041，China)
Abstract: From the theoretical perspective of social capital, this paper mainly uses the methods of literature research, expert consultation and questionnaire survey to design the measurement method of social capital of sports fitness firms, and investigates and analyzes the social capital of sports fitness firms in Guangdong. The research shows that the social capital measurement indicator of sports fitness firms included 3 first-level indicators, 7 second-level indicators and 40 third-level indicators. Of them, the first-level indicators included structural social capital, relational social capital and cognitive social capital; the second-level indicators included vertical connection, horizontal connection, social connection, trust degree, and cooperation, nderstanding and communication degree. The average mean of social capital with the sample of sports fitness firms in Guangdong is (3.055±0.562) points, and including (1.670±0.904) points for structural social capital, (3.722±0.418) points for relational social capital and (3.762±0.536) points for cognitive social capital. The influencing factors of social capital formation of sports fitness firms included establishment time of firm, firm scale, leaders’ education background of firm, and enterprise marketing strength.
Key words: sports economics；sports fitness firm；social capital；social relation network |
