Research On The Structural Characteristics Of Participant Sports Consumption Demand System Of Residents In Shanghai

Participant sports consumption is the most important part of sports consumption and also places a key role on the development of sports industry.Without the participant sports consumption,the sports industry looks like water without a source,or a tree without roots.What's more,the demand of participant sports consumption is the power source of participant sports consumption.However,currently there is no more systematic and complete research on participant sports consumption.In order to understand the demand cause and state of residents' participant sports consumption,furthermore,provide a marketing strategy for enterprises,this research established an organic system by investigating participant sports consumption products as consumer object and involving in the demand state of participant sports consumers.Under the guidance of system theory,supply-demand theory and consumer economics theory,additionally,the adherence to the combination of theoretical and empirical analysis,macro planning and micro designing,and quantitative and qualitative analysis,the investigation of the main cause and demand state under the different conditions of Shanghai residents' participant sports consumption was conducted by the means of system analysis,literature reviewing,question survey,and mathematical analysis in order to explore the relationship between main causes and demand state of Shanghai participant sports consumption at different levels of sports.The main conclusions of this research are listed in the following:First,the indexes of participant sports consupmtion demand system are established.In this index system,the whole structure of participant sports consumption demand system is composed of three-tier structual relationships,including first-class index made from four consumption states of participant sports consumption demand system,the second-class index being composed of public influencing factors,and the third-class index being made from subject items.What's more,in this index system,the first layer structure is based on the integrety,systematic,hierarchical and open of systmen theory,whereas the second-and third-tier indexes conforms the establishement of consumption inflencing factors from supper-demand theory and consumer economics theory.Second,the structure and content of support demand and its objective demand of the residents' ‘continued consumption' is clarified.In terms of the group of ‘continued consumption',the results of objective and support demands involving in its participant sports consumption reflect the demand stituation of this group's participant sports consumption.Third,the influencing factors and main characterisitcs of the different consumption states on Shanghai residents' participant sports comsuption demand system are investigated.‘Atheletic awareness and evalution' and ‘ Atheletic evulation in poor performance' are the main influencing factors on the residents' poor performance on joining exercieses,which conforms to the principle that there is an active reaction to matter on consciousness.Additionally,there are two main influencing factors on residents' ‘no consumption',which are ‘consumption support and environment' and ‘ less consumer parnters',respectivley.This is consistnet with the impacts of human being's social activites(such as ‘ weak consumption environment',‘low consumotion support ‘and ‘less consumption promotion')and consumer culture.‘Supply environment and consumption evalaution' and ‘poor consumption environment' affect the residents' ‘on longer consumption'mainly,which accrods to the principle of internal and external dialectical relationship.The main reasons on pormoting the residents' ‘continued consumption' are ‘consumption external factors and economic capacity',and ‘expected result',which indicates the behavioural results reflect the behavioural purpose.If consistend,the behaviour will continue,at the same time,it also provides the best evidence on displaying sports essential function.Fourth,the structure and content of support demand and object demand on Shanghai residents' participation in sports consumption under different sports levels are demonstrated.From the analysis results of three different levels,the difference and consistence of demand both exist,indicating the demand characteristics of different sports levels.Fifth,the main characteristics of influencing factors on demand system of residents' participant sports consumption with different consumption states in Shanghai are investigated.In terms of sports consumption supporters,the main influencing path of ‘Not consumption' group is from ‘consumption control',‘consumption preferences and economic capacity',to ‘low consumption preferences'.Furthermore,consumption preference is one of the manifenstations of consumption habits,which presents a stable characterisitc.‘Sports consumption being underestimated'inflences sports consumption choices partly.Additionally,the main influencing path of ‘no more consumption' group is from ‘consumption suspension',‘supply environment and consumption evalaution' to ‘poor service quality',which illustrates the reason why consumers refuse to keep on consumption is decided by supply environment and consumption evaluation as the core of service quality.These three factors are on the same strain.Service quality is one of the performances of supply environment whereas consumption evaluation is the experience process of service quality,at the same time,it is also the informative feedback of supply environment.Lastly,‘continued consumption' group is influenced mainly from ‘consumption promotion',consumption internal cause and consumption purpose',to ‘healthy fitness'.As for the group of continued consumption,the important premise of continued consumption is to make the purpose of sports consumption very clearly,also illustrating the determinant role of internal factors on consumption behaviour.In terms of sports lovers,the main influencing path of ‘not consumption' group is from ‘consumption suspension',‘consumption preference and economic capacity',to ‘low consumption preference'.On the contrary,‘no more consumption' group is influenced mainly by ‘consumption suspension',‘consumption expectations and economic capacity',and ‘high consumer price'.‘High consumer price' is relative,encompassing the comparison not only within the peers but also with the changes in consumer economic capacity,which influencs the final consumer behaviour directly.Lastly,‘continued consumption' group is influenced by ‘consumption promotion',‘supply environment and consumption evaluation',and ‘satisfied soft facilities'.Owing to having a better exercises frequencies and attitides,for sports lovers,providing a satisfactory soft facility environment is not only an important manifestation of supply system,but also a determinant factor on promoting continued consumption by consumers.In terms of sports talents,the main influencing path of ‘not consumption' group is from ‘consumption control',‘consumption preferences and economic capability',to ‘low consumption preferences',which presents the same influencing factors of threetier sports levels and indicates that individual consumption habit influences finial consumer behaviour significantly.However,for ‘no more consumption' group,its main affecting path is from ‘consumption suspension',‘consumption expectation and economic capacity',to ‘low economic capacity',which is the most direct performance of economic basis determining the individual superstructure.The economic capacity also determines the individual living style and consumption style,including interests,habits,consumption inhabits and ect.Additionally,comparing to basic necessities of lives such as eating,and living,sports consumption is more likely to be ceased as the weakest part.Finally,the main influencing path of ‘continued consumption' group is from ‘consumption promotion',‘consumption external factors and economic capacity',to ‘expected result',which presents the best evidence on behaviour results reflecting the behaviour purpose.When the behaviour expected result is consistent with the behaviour purpose,this behaviour will continue.Besides that,external factors having a function by internal factors can be interpretated.Continued consumption is the best performance on the expected result being the external factor,whereas internal one being the consumption purpose.