Of Ornamental Type Of Sports Consumers Involvement Measurement Model

Since the reform and opening up, China's market continues to accelerate the process and economic strength has been continuously strengthened, that led to the rapid development of sports undertakings. Hence, Sports market-oriented development has entered a new stage. So how to measure up health, stable, sustainable development is an important issue. The solution is to establish a consumer-centric concept, insight into the potential demand of consumers, to meet the pratical needs of consumer. So understand the concept of consumer spending, decision-making process and consumption is the premise of design, product and improve the sports products. The introduction of involvement cncept and the construction of involvement model can take the function to solve the issue.This article will introduce consumers to the degree of involvement based on the view of Sports Consumer Behavior, combing through the research of literature and practical, absorpt the previous research results on the involvement, Refine and improve some unreasonable and does not apply.Then selected major factor of consumer involvement(including a factors and secondary factors), the model of the consumer involvement have been constructed. The founction formula is y=f(a,s,c,r), the four arguments are attraction, sign, centrality and risk. According to the model, design the questionnaire. Then collected the date in Beijing, Jinan, Wuhan and Dalian. The use of survey data, the validity of the model was verified, verification results show that the model has relatively high rationality. Finally, a preliminary application of the model and puts forward some suggestions.The model provides a new degree of consumer involvement in the quantitative measurement method, the measurement process is simple and effective. In theory, it is the type of sports consumers view the quantitative study involved a degree of sense to explore. This will view various types of sports marketing studies on specific issues provide a basis for tool; From practice, it sports the observatory operators to understand the needs of consumers, design sports products, sports products, training observatory also has a guide.