| The state council enacted Some opinions about speed up the development of sports industry and promote the sports consumption in October 2014.The development of sports consumption has reached unprecedented height.Establishing the sports consumption index system is intended to accelerate the development of sports consumption.Because of the special social value of professionals,based on the horizon of national policy,establish sports consumption index system of professionals in Henan province is in favor of facilitating the development of sports consumption and expediting the development of sports industry in Henan province.Research object of this essay is sports consumption index system construction of professionals in Henan province.Through three rounds of investigation of experts and statistics analysis of related data,using research methods such as document literature method,Delphi method,questionnaire survey method,mathematical statistics method and logical analysis method,we finally determined index system formed by 4 first-level indexes,10 secondary indexes and 57 three-level indexes.And then conducting empirical research based on the index system,making the professionals in Zhengzhou,Luoyang,Xinxiang,Anyang,Pingdingshan,Sanmenxia and Hebi as investigation object,in order to know the real situation of professionals sports consumption in Henan province,emphasize on the comparison of professionals sports consumption of different careers,put forward relevant promotion countermeasures.This research get conclusion as follows:1.Conclusion about the sports consumption index system construction:(1)Under the background of demand theory and behavior production theory,according to the existing sports consumption theory,combining with the scientific principle,systematic principle,comprehensive principle and operability principle of construct index system,preliminarily screen out indicators of index system and map out three first-level indexes,12 secondary indexes and 51 tertiary indexes of the index system.(2)Constructing the sports consumption index system of professionals in Henan province through three rounds of Delphi method.In the selected index of each round,the means of the first-level index are greater than 7.0;the means of secondary index are great than 6.0;the variable coefficient is less than 0.3.Kendall coefficient of all indexes fluctuate around 0.50 and P value < 0.01,all these indicate that the consistency of expert evaluation result is high,coordination degree is good and the evaluation or prediction result is credible.(3)Eventually determining sports consumption index system of professionals in Henan province include 4 first-level indexes,10 secondary indexes and 57 tertiary indexes.2.Conclusion about the sports consumption empirical research:(1)The sports consumption consciousness:(1)the understanding level on sports consumption of professionals in Henan is not high;the necessity of most people choose sports consumption is “general”;the cognition level for sports consumption's necessity of professionals in different careers.(2)there are 588 research samples existing sports consumption,189 research samples not existing sports consumption;between professionals in different careers and sports consumption have no direct relation.The main reason to limit 189 research samples going ahead sports consumption is the lack of leisure time.There are no necessary association of professionals' choice for sports consumption limitation.(3)satisfaction of professionals to the service,price and facilities is still need to promote.There are significant differences of professionals in different careers about the satisfaction to the sports consumption facilities and service;while,there are not significant differences about the satisfaction to the sports consumption price.(4)brand loyalty to the sports consumption of professionals in Henan province is forming.Professionals in different careers have different loyalty.(5)The aim to have sports consumption of professionals in Henan province presents blindness and hysteresis quality.(2)The ability of sports consumption:(1)the consumption level of urban professionals in Henan Province is low.As for the annual average sport consumption,many people choose“201--500 yuan”,while about the proportion of the annual sports consumption in total consumption,the majority choose the number less than 10%.The average annual sports consumption and the proportion in total consumption of different professionals do different jobs have statistically significant difference.(2)the consumption structure includes sports participation,sports watching,sports material goods,sports game and virtual sports consumption.With regard to different sports consumption structure and the average annual consumption level,people have a same choice,and most of them choose “101-200 yuan”.Because virtual sports consumption is a new consumption pattern,people don't know much about it.So the consumption is mainly less than 100 yuan.(3)Sports consumption behavior:(1)in sports consumption structure,sports participation and sports material goods consumption are in the top two.(2)the sports consumption time of urban professionals in Henan province is not abundant,and the participation frequency in different sports consumption structure is also uneven.(3)sports participation consumption and sports watching consumption of professionals is generally low,they basically choose a free place.While sports material goods consumption is mainly in the sports exclusive shops.(4)about the selection of sports item,the traditional ethnic sports is selected by the majority,and very least people select the ball-fitness activity.(5)The fixed sports consumption partners of these people are friends,colleagues and family members.In the pay process of sports consumption,the payment of cash ranks the first place,the second is the deposit card,the third is credit card,and the fourth is the electronic wallet.The rank of sports consumption payment of different professionals with different jobs does not have differences in occupational factors.(4)Sports consumption environment:(1)sports policies and regulations as well as sports industry status have not much influence on sports consumption of these people.But high technological and new products can affect their sports consumption.The holding of major sports events can also affect the sports consumption.(2)in the channel of gaining sports consumption information,the professionals mainly choose other channels,outdoor advertising and leaflets,the number of people who select network is less.(3)the urban professionals in Henan Province who received sports education less than 9 years are in the majority,followed by 12 years and 16 years.The education yeas of different professionals are significantly different.(4)the sports consumption of these people is influenced by the star effect in a certain extent,and the star effect on different professionals with different jobs is significantly different.(5)urban professionals in Henan province consider that the sports environment of work unit and residential community play a certain role in advancing sports consumption of the class.(6)this class of people attaches great importance on this natural ecological environment of sports consumption the air quality--the climate and the lighting of consumer venues. |
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