Qinhuangdao Urban Residents’ Sports Consumption Behavior In Hierarchical Analysis

In order to provide theoretical guidance of promoting the rapid and healthy developmentof the sports industry through to residents’ sports consumption behavior survey inQinhuangdao city, and to explore different residents sports consumption behaviorcharacteristics. This research adopted the method of stratified random sampling to grantquestionnaire and interview. The results showed that： sports goods, sports fitness orwatch-type sports consumption motivation and social status had higher levels of correlation（χ²=68.985,df=6, p<.01；χ²=30.616,df=10, p<.01；χ²=106.357,df=10, p<.01）; sports goods,sports fitness or watch-type sports consumption types and social status had higher levels ofcorrelation（χ²=45.885,df=18, p<.01；χ²=82.460,df=18, p<.01；χ²=90.320,df=14, p<.01）;sports goods, sports fitness or watch-type sports consumption place and social status hadhigher levels of correlation （χ²=133.699,df=10, p<.01； χ²=120.503,df=10, p<.01；χ²=15.494,df=6, p<.01）; sports goods, sports fitness or watch-type sports consumptionpayment and social status had higher levels of correlation（χ²=138.745,df=4, p<.01；χ²=147.763,df=4, p<.01；χ²=286.673,df=6, p<.01）; sports goods, sports fitness or watch-typesports consumption information sources and social status had lower levels of correlation（χ²=7.273,df=12, p>.05；χ²=2.010,df=12, p>.05；χ²=1.184,df=12, p>.05）; one-way anova ofdisposable maximum expenditure of sports goods, sports fitness and recreation or watch-typesports consumption had significant difference correspondingly（F（2,506）=302.10,p<.01；F（2,506）=701.19,p<.01；F（2,506）=143.20,p<.01）; one-way anova of the annual expenditure of sportsgoods, sports fitness and recreation or watch-type sports consumption had significantdifference correspondingly (F_{（2，506）}=199.64,p<.01； F_{（2，506）}=789.07,p<.01； F_{（2，506）}=213.64,p<.01). Conclusion was drew that sports goods, sports fitness and recreation orwatch-type sports consumption motivation, type, location, form of payment, disposablemaximum spending and annual expenditures of different stratum inhabitants had significantdifferences correspondingly,while sports goods, sports fitness or watch-type sportsconsumption types of different statum had no significant difference correspondingly.