Study On Urban Residents' Spending Power And Its Influencing Factors On Making Fitness

Using the documental, questionnaire investigation, interview, mathematical statistical and logical analysis methods, author has made the theoretical and empirical research on the urban residents' spending power and its influencing factors.First, the author has applied the Motivation Theory, Theory of Planned Behavior, Social Cognitive Theory, Complex Man Theory, Consumer Behavior Theory and Transtheoretical Model and Influencing Factors with Consumer Behavior for the research on the concepts of spending power and its influencing factors. This concepts includes in the every spending power, that is, spending drive power on making fitness, purchasing power on making fitness, spending choice power of making fitness and the spending internalization power on making fitness, and the three factors of consumption subject, consumption object and consumption environment.Second, the author has made the foundation of document, questionnaire, specialist interview and so on and made the initial questionnaire. The author made the steps of item analysis, factor analysis, validity analysis and reliability analysis and at last made the two questionnaires: Questionnaire on Urban Residents' Spending Power and Questionnaire on Urban Residents' Spending Power Influencing Factors ,which include in the thirty and twenty-seven items respectively and which contains the four the initiating structure and the three the initiating structure respectively.Third, the author has found that the urban residents' spending power and its influencing factors prey on the areas characteristic difference, demographic characteristics including the gender, ages, educational background, health condition, family incomes and occupation and so on.Fourth, the author made the evaluation criterion on the urban residents' spending power and its Influencing Factors. And canonical correlation analysis has been used for the related coefficient, which is the degree of the spending power and its influencing factors. Among the influencing factors, consumption subject factor is at utmost, and consumption object factor is at least. The authors established the relation model between the spending power and its influencing factors.Fifth, the logic regression analysis has been used for demographic characteristic difference on the participation in spending on making fitness. Similarly the methods have been used for the regress relations between the urban residents' spending power and their participation in spending on making fitness. Through the path diagram,the family incomes is the most important influencing factors to participation in spending on making fitness,educational background and health condition lie in the second and the third. Among the every spending power on making fitness, influencing degree is spending internalization power on making fitness, spending drive, purchasing power and spending choice power from strong to weak in turn.At last, the author has put forward the countermeasures and suggestions on promoting the urban residents' participation in spending on making fitness from the spending power and its influencing factors. They are to enhance the residents' spending skill on making fitness, increases the residents' income and leisure time, enhance the residents' the level of processing the information of comsuming,enhance the residents' spending consciousness on making fitness in detail. The fitness enterprises must market the fitness products according to the market segmentation character and increases the "product symbol value" and "product psychological value". At the same time, the nation will found the Green Expense Environment and establish the national standards for the fitness place as soon as possible, and so on.