Chengdu Middle Class Sports Consumer Experience Characteristics

In recent years,groups of sports consumption in China's rapid growth, sports industry that based on the sport consumption demand has become China's new economic growth points. 2010 State Council promulgated the guidance on accelerating the development of sports industry points out that important task at this stage was "in the ever-increasing investment, strengthen basic sport service on the basis of urban and rural residents, actively cultivating sports market, developing awareness of Sports Fitness, guided sports consumption. "The ultimate goal is to make" residents sports consumption per capita significantly increase……Formation of sports public services and marketing services combined with each other, the good situation of harmonious development of sports and sports industry."As social development, China's rising middle class. Middle class in the promotion of consumption of tide of has been playing a leading role in the process. Compared with other sectors, the middle class in the consumption of avant-garde is obvious. Therefore, how to promote the sports consumption of the middle class has become an important topic in today's scholars ' research.Panoramic view of the scholars on the study of sports consumption in the past.Mostly around the characteristics of physical characteristics such as the sports consumption type, structure and sports consumption behavior . We think that more is to demonstrate the spirit of sports consumption characteristics. People on sports consumption of the product not only consumption material, it is an experience of consumption, a physical and mental feeling and imagination as well as a way of satisfaction. In this unforgettable, drunk with the profound experience of people sports consumption attitude will more actively, to greater people sports consumption. Thus, sport consumer experience research on promoting people's consumption are of great value. However, after combing the literature found that research on sports consumption experience at home and abroad on little theoretical basis is relatively weak. Want to experience more in-depth empirical research on sports consumption, first of all to have a certain theoretical basis for guidance, of Fei Xiaotong noted in his monograph "without social theory background, social studies also have no way of handling". This article is based on this need, main used literature information method, and information analysis method, and logic reasoning method , from psychology of angle on sports consumption experience theory for exploration, on sports consumption experience for has concept defined and the dimension of classification, discussion the features of Chengdu middle class sports consumption experience, made the assumptions that Chengdu city middle class sports consumption experience have some differences because of there have some differences on research perspectives, as age, and gender, and occupational, and education, and live regional. And by data analysis validation the assumptions.Also try to use AMOS structural equation model to established the causal models of sports consumer experience and part in sports consumption again.And verify the article's third assumption: the middle class at the time of participatory sports consumption, the positive experience of sports consumption can promote the consumer participation the sport consumption again without interruption.First of all, its objective is to explore the theory of sport consumer experience, and construction the theoretical support for an empirical study of sport consumer experience, with a view to providing a theoretical reference for the follow-up studies of sports consumer experience. The second, to suggest how to promote the sports consumption of the middle class, guide them to a more reasonable sport consumption.