Research On Relationship Among Consumption Experience,Experience Value And Behavior Intention Of Consumers For Minhang Sports Theme Park

The enhanced requirements of national sports development and the increasingly strong awareness of people in sports participation have made people’s demands for sports increase. Sports theme park is a novelty born thing under the condition that people’s growing demands for sports, lacking of sports area and unsatisfied sports demands. Moreover, sports theme park is characteristic of work out, leisure and travel,which have promoted its rapid development in various regions. Since being constructed from 2004, Minhang sports theme park has been playing an important role in addressing sports radiation inadequacy and people’s demands for sports are not met. Therefore, if there is any problem existing in the consumption experience, if the consumption demand value can be realized and what are the factors that influence consumers’ behaviors must be confronted by this park.Hence, from the perspective of consumption experience, literature, survey and statistical methods have been used to study the consumption experience, experience value and behavior intention of consumers for Minhang sports theme park, with the following findings:(1)In Minhang sports theme park, factors affecting consumer’s experience include sense, feelings, behaviors, thinking and related experience; Factors influencing experience value are functional, scenario, economic, cognitive and social values; Factors influencing behavior are repeated consumption, first choice,recommendation and loyalty intention.(2) As for the demographic features in terms of Minhang sports theme park consumers, except for thinking experience and first choice which are not different,there is some difference in each of all the others variables. In addition, there is no statistical different with respect to consumer gender in all investigated variables.Education degree, salary and career type have no significant impact on behavior intention.(3) In Minhang sports theme park, there is a significant correlation and linear regression relationship between consumption experience and behavior intention,consumption experience and experience value, experience value and behaviors; At the same time, experience value functions as an intermediary between consumption experience and behavior intention.(4)Minhang sports theme park have the following problems in terms of consumption experience: design about stadium, sports grounds and facilities that meet with sports consumption behaviors are of no innovation and improper arranged;matching facilities are not sufficient which can not satisfy consumers’ diverse demands; sport themes are not specific and sports culture are not fully promoted;operation and management are separated from the sports activities and events.As for the above problems, we have proposed the following suggestions:(1) Timely update the sports areas and facilities of that park to meet the changing consumption demands of consumers. First, construct and upgrade some stadiums,areas and facilities according to the changes of market and major consumers to make it more novel, diverse, multi-functional and modern. Second, plan and configure the existing stadiums, areas and facilities according to sports features of major consumers to meet workout requirements of more people. Third, increase the attention to disadvantaged group in a proper extent. It is advisable to build small scale facilities for their use.(2) Continuously improve corresponding supporting facilities and services. On the base of meeting workout requirements, construction and development of restaurants, hotels and break rooms should be emphasized. In addition, some humanitarian service facilities(e.g, sports injury rehabilitation room) to increase the function of this park.(3) Strengthen the connection between sports operation management and sports events, and organize some sports activities and events relying on existing stadiums,areas and facilities.(4) Highlight sports theme and promote sports culture. First, increase designs related to sports themes in this park to integrate sports culture into the overall design of this park; Second, promote sports culture to consumers through changing and updating various sports theme activities in order to make them have deeper awareness and ideas about sports. Third, promote sports culture by giving out post cards,souvenirs and small gifts.