Research On Conspicuous Sports Consumption In The Perspective Of Consumer Society

The study of conspicuous sports consumption is a new topic,and there is no complete theoretical framework and system at present.This study explores the related theories,basic theories,influencing factors and influencing mechani sms,basic characteristics and profiles,functions and influences,and developme nt trend of conspicuous sports consumption based on interpretative research par adigm.The research uses literature research method,questionnaire survey method,field investigation method,interview method,scale method,mathematical statis tics method and combines theoretical research with empirical research,qualitati ve research with quantitative research,macro perspective with micro perspective.The results include:(1)Conspicuous sports consumption refers to the dissemination of identity,wealth,power,prestige,personality,taste,physical fitness and sports ability information through open sports consumption behavior,and is expected to be recognized by others.It includes related consciousness,behavior,and phenomenon.The main theoretical basis includes consumer society theory,symbolic consumption theory,position consumption theory,and identity theory.(2)Conspicuous sports consumption germinated in slave society,feudal soc iety,and early capitalist society,matured after the industrial revolution,and flo urished in the post-industrial era of globalization and network.Its representatio n form expands from showing off economic capital to showing off cultural cap ital,and emphasizes personality expression increasingly.According to the symb olic meaning,conspicuous consumption is divided into the following categories.They are reputation conspicuousness,status conspicuousness,taste conspicuousn ess,personality conspicuous,body conspicuousness and skill conspicuousness.It s characteristics include universality,difference,diversity,variability and disputa bility.(3)The influencing factors of conspicuous sports consumption include the content of macro level and micro level.The former refers to the enrichment of sports commodities,the improvement of residents' income,the support of goo d policies,the promotion of sports for all,the focus of mass media,and the c onvenience of virtual community communication.And the latter refers to the i mprovement of health consciousness,the improvement of consumption consciou sness,the enhancement of sports consciousness,the continuity of face consciou sness and so on.(4)The research develops and quantifies the effects model of group impac t sensitivity and sport involvement on the consumption identity-conspicuous spo rts consumption consciousness.And this study develops the sports consumption consciousness scale,the consumption identity scale,the reference group influe nce sensitivity scale and the sport involvement measurement scale.The study t ests the following hypotheses:(1)consumer identity,reference group sensitivity,sport involvement positively influenced conspicuous sports consumption conscio usness;(2)reference group influence sensitivity and sports involvement in the ef fects of consumer identity on conspicuous sports consumption consciousness pla yed an multiple mediating role.The direct effect of consumer identity on cons picuous sports consumption is 0.638,and the indirect effects of group reference sensitivity and sport involvement on consumer identity to conspicuous sports c onsumption consciousness is 20.69%in total.(5)The basic status and general characteristics of conspicuous sports cons umption are displayed in the study through the questionnaire survey.At present,the conspicuousness of sports consumption is not obvious;people show less d emand for showing wealth,status and attracting people's attention,and a higher demand for "new symbol attributes" such as personality,taste,life style and s o on;physical value and skills value are the most popular to people.Conspicu ous sports consumption levels have significant differences among gender,age,i ncome,occupation,residence,sports participation and participation in high-level sports consumption.In addition,the conspicuous consumption proportion of sp orts consumption is lower than that of luxury goods,higher than that of house hold appliances,daily necessities,and close to cultural supplies.(6)This study discusses the positive functions and impact of conspicuous s ports consumption from the macro and micro level.In a macro perspective,cons picuous sports consumption helps to build and boost social identity,enhance th e well-being,promote social harmony and people fitness,improve life quality,i t can also promote the sports consumption and drive other related-sport industri es,it will become the spreading carrier of popular culture,and promote prospe rity of mass media;in the medium level,it can become a catalyst for some s ports such as the Marathon sports;in a micro perspective,it is beneficial to e mbody self-value,improve the life concept,and create a healthy lifestyle.On t he other hand,conspicuous sports consumption has negative functions and effec ts.In a macro level,its existence may be a factor of social disharmony,brings about the alienation of sports consumption,occupies public resources,aggravat es social burden,destroys the ecological-environment,and causes environmental pollution;in a medium level,it can result in disappearance of some sports su ch as bowling;in a micro level,it may lead to a distortion of human values.(7)The development trend of conspicuous sports consumption is transferrin g from the main object type to the participatory type,from the pursuit of the traditional symbol value to the pursuit of the new symbol value,and show ne w features such as non-conspicuousness,popularity and imbalance of time dime nsion,space dimension and crowd dimension.So the better understanding of c onspicuous sports consumption is significant and necessary.Consumption level i s not the only criterion for judging conspicuous sports consumption.Conspicuo usness is not the link between sports consumption and individual happiness.Ex ploiting the essential function of sports to the full is the fundamental vitality o f conspicuous sports consumption.Meeting the needs of self-realization is the ultimate goal of conspicuous sports consumption.The relevant departments sho uld learn from the experience of tennis and golf development,control and guid e the conspicuous sports consumption.