Influencing Factors Of Consumption Behavior And Utilization Rate Improvement Strategies Of Large Public Stadiums

Health is not only the cornerstone of the people’s all-round development and happiness in life,but also an important symbol of the country’s prosperity and social civilization.Large public sports venues are the soil for residents to participate in sports and fitness,and the material security for residents to participate in physical fitness.However,the reality in our country is that the public stadiums have low utilization rate after the game,and many large public sports venues have not been opened to residents for free or at low cost,and even the free opening hours are arranged in the “awkward period” from 5 am to 8 am.Therefore,improving the consumption and use frequency of urban residents is the fundamental premise to improve the utilization rate of large public sports venues.It is of great significance to clarify the mechanism of factors influencing the utilization rate of large public sports venues,and design and implement effective policies accordingly,which is conducive to the positive guidance of residents’ consumption and use of sports venues and the realization of nationwide fitness and healthy China.Based on the logical route of the raise of problem,theoretical study,empirical research,game construction,simulation and policy advice,this paper comprehensively applies basic theories and methods such as psychology,behavioral economics,management,statistics,and computer science.Firstly,the concept connotation of large public sports venues is defined.Based on the factors affecting the utilization rate of large public sports venues,qualitative analysis methods are used to construct and verify the theoretical model of two-dimensional structural influencing factors including internal psychological factors and external situational factors.It also distinguishes the hierarchical connotation of habitual consumption behavior,interpersonal consumption behavior,and sudden consumption behavior.In particular,according to the characteristics of large public sports venues,four factors including policy supply,supply and demand and layout(population density,traffic accessibility,and complete supporting facilities),human resources allocation,and internal operation are introduced into the model to develop and test the measurement scale of factors influencing the utilization rate of large public sports venues.Based on the questionnaire data of some first-tier cities(Beijing,Shanghai,and Guangzhou)in China,this paper analyzes the current situation,influencing factors and different characteristics of consumption and use of sports venues of urban residents in China,and probes into the mechanism of influencing factors of utilization rate of large public sports venues.Further,in view of the sports venues utilization rate of the three factors(policy supply,demand and supply and distribution,human resources configuration)in the short term is difficult to improve the reality of the situation,based on “government-sports venues-residents” three major stakeholders,this paper analyzes the key economic problems in the “internal operation” of the fourth influential factor by evolutionary game and simulation,and finally puts forward corresponding policy suggestions.The concrete research contents and conclusions are as follows:(1)This paper defines the connotation of the consumption and use behavior of urban residents.Furthermore,from the perspective of the causes of residents’ behaviors and combined with qualitative research,this paper constructs and verifies the three-dimensional structure of consumption and use behaviors of urban residents’ sports venues.The three dimensions are habitual consumption use behavior,interpersonal consumption use behavior,and emergent consumption use behavior.On this basis,a measuring scale of consumption and use behavior of urban residents and its influencing factors was developed and verified.Descriptive statistical analysis shows that the overall mean value of consumption and use of sports venues of urban residents in China is 2.56,and the detection rate of inferiority value is up to 41%,indicating that over 40% of urban residents seldom go to sports venues for exercise.In the various dimensions of consumption and use of sports venues by urban residents,the average consumption behavior of sudden consumption is the highest,followed by interpersonal consumption behavior,and the lowest average is habit consumption consumption behavior.On the whole,it is in an inferior state,which indicates that urban residents in China have not formed the habit of spending on sports venues.(2)Qualitative study and quantitative test of factors influencing the utilization rate of large public stadiums and gymnasiums.Based on qualitative research,this paper clarifies the core driving factors and action mechanism of urban residents’ consumption and use of sports venues,constructs a theoretical model of influencing mechanism of utilization rate of public large-scale sports venues,and empirically tests the theoretical model by using structural equation model.The empirical test results show that there are significant differences in gender,age,educational background,personal monthly income,occupation type,and family member structure in the consumption and use behavior of urban residents.Subjective norms in individual psychological factors,the venue propaganda,real-time information,population intensity,traffic accessibility,completeness of supporting facilities and human resource allocation in the context factors can significantly predict the habitual consumption and use of sports venues by urban residents.Attitude,subjective norm,social preference,reliability perception and initiative perception in psychological factors,social appeal,venue publicity,event operation,completeness of supporting facilities,and human resources allocation in situational factors can significantly directly predict interpersonal consumption and use behavior of urban residents in stadiums.Subjective norms,social preferences,professional preferences,reliability perceptions in the psychological factors,social appeal,venue publicity,event operations,instant information,policy supply,traffic accessibility,and human resource allocation in contextual factors can significantly and directly predict the emergent consumption and use of sports venues of urban residents.The happiness weakening coefficient α has a significant negative adjustment effect on the relationship between attitude and interpersonal consumption and use behavior of urban residents in sports venues,has a significant negative relationship between sports preferences and interpersonal consumption and use behavior of urban residents in sports venues,has a significant negative adjustment effect on the relationship between operational perception and interpersonal consumption and use behavior of urban residents in sports venues.The coefficient of pain passivation β has a significant positive moderating effect on the relationship between exercise preference and habitually consuming and using behavior of urban residents,has a significant positive adjustment effect on the relationship between operational perception and habitually consuming and using behavior of urban residents.(3)Evolutionary game research on key influencing factors of utilization rate of large public sports venues.Based on the current situation of the implementation of the ticket fee as an economic means,this paper analyzes the main game relationship between government stadiums and city residents by evolutionary game.The simulation results show that: The stable state of evolution(1,1,1)is a long-term stable state under the current market mechanism of sports venues.At this time,the government implements supervision,and the probability of canceling tickets or issuing sports consumption coupons for sports venues is 100%.The government played a significant leading role in this process.At the same time,the positive response of the stadiums and residents caused the system to reach a stable state.Therefore,this strategy is an optimal and stable strategy to promote the sports venues quickly in a short term,encourage the residents to take exercise in the sports venues actively,and improve the utilization rate of the venues.(4)Simulation analysis of the influence of three important regulation parameters on behavior evolution path.Through Matlab algorithm,the numerical simulation analysis of evolutionary game is carried out,and the influence of three adjustment parameters on the behavior evolution path is simulated,including the impact of the amount of government subsidies on the evolution path of the system,the influence of the size of penalty on the evolution path of the system when the stadium does not waive the tickets or issue sports consumption vouchers according to the regulations,and the influence of the administrative loss of government inaction on the evolution path of the system.The financial subsidies allocated by the government to the stadiums are not as high as possible;as the punishment increases,the venues will tend to reduce the number of tickets or issue sports coupons as soon as possible,and residents will choose to exercise in the stadiums;In addition,the results show that the consequences of the government’s financial losses are difficult to compensate for social gains.Therefore,in order to synergistically improve the utilization rate of sports venues,it is necessary to start from the government’s administrative losses,that is,the government should actively implement supervision.Finally,according to the results of qualitative analysis and quantitative analysis,according to the theoretical model of factors influencing the utilization rate of large public sports venues and the results of empirical research,a comprehensive guidance system for improving the utilization rate of large public sports venues in the context of healthy China is constructed from the two aspects of consumer and supply-driven.The paper has 39 pictures,88 tables,and 215 references.