City Sports Consumption Structure Of Residents In Zhejiang Province And Analysis Of Its Influencing Factors

Zhejiang province’s economic is growing fastly during these days. with the improvement of living standards, the province’s per capita disposable income of urban residents rose7%over the previous year in2010, and the province’s real per capita expenditure increased by3.1%over the previous year. As incomes rising, the consumption of sports increased, and the structure of sports consumption changed.these changes of sports consumption will impact the size of sports industry,the growth direction and the speed. so the study of sports consumption structure is particularly important.The study takes urban residents of Zhejiang Province as research objects, and it will be divided into three steps:firstly, analysis the current sports consumption of urban residents in Zhejiang province. Including the sports consumers’ awareness, motivation and behavior;secondly,analysis the sports consumption structure of urban residents in Zhejiang Province;finally,make the use of R-type factorization to analysis the influence of sports consumption structure of urban residents in Zhejiang Province. The paper comes to the conclusions as follows:①Zhejiang province has65.7%city residents sports consumption awareness. Their major motive is to "keep fit, recreation, social interaction". the residents’leisure time is about "two-three hours", they received the dynamic sports information mainly through the "TV". And the consumption level of the residents is in "101-200yuan". The main form is "with their families, colleagues and friends".②The main consumers of sports content in different gender, age, education, occupation, income and consumption levels is "the purchase of sports clothing and shoes", followed by the " participate to physical activity in venue fee " and " Subscribe to newspaper sports complex, purchase of sports equipment." obversely, the residents’ structure of sports consumption, mainly in-kind sports consumption-based, service sports consumption is relatively backward.③There are four main factor to impact the residents’ sports consumption:Such as external factors, internal factors, stimulating factors and output factors. The external factors including consumer characteristics, consumer attitudes, consumer value and leisure time. Among them, the consumer is characterized by external factors affecting the main factor. The internal factors include consumer demand, consumer motivation and consumer preferences. Among them, the consumer demand is the main factor affecting the internal factors; stimulating factors including the consumer environment, media organizations and related groups. Consumption environment is the main factor affecting stimulus; output factors, including the purchase of post-conflict, product satisfaction and shopping experience, the product satisfaction is the main factor affecting the output factors.