Empirical Studies Of Urban Residents’Sports And Leisure Consumption Intentions’Influencing Factors

Leisure as an important feature of modern society has become a symbol of civilization and social development.And sports and leisure as one of the forces that support essential social and cultural development has become increasingly popular. Meanwhile, with the increasely economic level and the more holidays, more and more people begin to pursue the spiritual needs. Additionally, government, media and other institutions actively promote, China’s sports and leisure and recreation economic have not only become a reality, but the development of faster than expected, especially the first to enter a well-off society in the city. Urban residents as the main consumer of sports and leisure market, their behavioral intention to expand research in finding the general characteristics of urban sports and leisure market, develop related sports and leisure markets is important.In this paper, based on previous studies, using Howard-Sheth "Stimulating factors, external factors-internal factors-consumer reaction" theory model and "external variables-perceived usefulness, perceived ease of use-consumption intention"of Technology Acceptance Model, to build a" stimulating factors-internal factors-consumer reaction"theoretical model. Stimulating factors include sports and leisure consumption conditions, sports and leisure consumption atmosphere and sports and leisure consumption experience; internal factors include perceived usefulness and perceived ease of use. In order to clarify the factors affecting urban residents’ sports and leisure consumption, break through the no law, no system, no theoretical model of research to further improve the study of sports and leisure consumption factors, in order to fill the shortage of domestic and international research, for our sports and leisure market provide the basis of healthy development.Based on theoretical models, we draw through literature research and test a small sample formal questionnaire, distributed300copies,254valid questionnaires were conducted empirical research. Mainly using descriptive statistical analysis, validity analysis, reliability analysis, correlation analysis, regression analysis, analysis of variance and other statistical methods to validate the study hypothesis. The results show that:(1) sports and leisure consumption conditions positively influence sports and leisure consumption intentions; sports and leisure consumption atmosphere positively impact sports and leisure consumption intentions; consumer experience positively influence sports and leisure consumption intentions. That means stimulating factors positively impact sports and leisure consumption intentions.(2) sports and leisure consumption conditions positively impact perceived usefulness; sportsv and leisure consumption atmosphere positively impact perceived usefulness; sports and leisure consumption experience positively influence perceived usefulness; sports and leisure consumption conditions positively affect perceived ease of use; sports and leisure consumption atmosphere positively influence perceived ease of use; sports and leisure consumption experience positively influence perceived ease of use. That means stimulating factors positively impact internal factors.(3) perceived usefulness positively impact sports and leisure consumption intentions; perceived ease of use positively impact sports and leisure consumption intentions. That means internal factors that positively influence consumption intentions.(4) Sport and leisure consumption conditions, sport and leisure consumption atmosphere influence on sport and leisure consumption intention through perceived usefulness completely intermediary, sport and leisure consumption experience influences partial intermediary on sport and leisure consumption intention; The perceived usefulness influences sport and leisure consumption conditions, sport and leisure consumption atmosphere and sport and leisure consumption experience for sport and leisure consumption intention intermediaryly.(5)The assumptions that gender influencing stimulating factors, internal factors, consumer reaction have significantly difference are part of establishment; the assumptions that ages influencing stimulating factors, internal factors, consumer reaction have significantly difference are part of establishment; the assumptions that career influencing stimulating factors, internal factors, consumer reaction have significantly difference are part of establishment; the assumptions that education influencing stimulating factors, internal factors, consumer reaction have significantly difference are not establishment.In the last of the article, puting forward countermeasures and suggestions to sports and leisure companies based on the result of reseach:(1)Rational distribution to improve sports and leisure consumption convenience;(2)Strengthen propaganda to create a good atmosphere for sports and leisure consumption;(3)Update product variety to increase sports and leisure products richness;(4)Improve service quality and management level to achieve customer loyalty;(5)Consumption market segmentation to take targeted marketing activities.