The Study On The Influence Of WeChat Public Accounts On The Demand Of Leisure Sports For Postgraduates Of Beijing Sport University

2016 is the first year of intellectual media,namely "man-machine coexistence,everything has its media" era,WeChat public accounts as a typical representative of the wave of intellectual media era,its social influence involved in all aspects.The foundation of health building in China is the deep integration of national fitness and national health.It needs the support of healthy leisure industry and the whole sports industry.It is inseparable from the development of universities,enterprises and other fitness and leisure market,but also can not do without mobile Internet and big data support.In this study,full-time Postgraduates of Beijing Sport University demand as the research object,with the help of the theory of sports sociology,sports communication and leisure sports,mainly using the method of questionnaire survey to understand the leisure sports participation of full-time Postgraduates,and the relationship between WeChat public accounts and leisure sports needs,and deeply analyze the influence of We Chat public accounts on the demand and obstacle factors of leisure sports of postgraduates,so as to give full play to the WeChat public accounts,promote the development of leisure sports in colleges and universities,to create WeChat public number suggestions for social sports department.The main conclusions are as follows:(1)Rock climbing is the most favorite leisure sports of full-time Postgraduates of Beijing Sport University,Walking sticks,canoeing,diving,darts project known as degree is low.Camping is the highest wishes of the project.There is a significant difference in the willingness to participate in full-time postgraduates' leisure sports in different grades and gender,the most favorite leisure sports of first-grade is canoeing,second-grade like camping,third-grade like development activities,more willing to participate in the wild type of leisure sports.(2)For Full-time Postgraduates of Beijing Sport University,most hope that WeChat public accounts in the form of illustrations to push "skills" leisure sports content.There are gender differences in the use of preferences and behavior of WeChat public accounts,the boys the most focus on "skills" and "activities" leisure sports content,girls pay attention to "knowledge" and "social circle".Different faculties of professional characteristics,different teaching characteristics,its attention to the content of leisure sports are also different.Under the influence of logical thinking,interests and hobbies,personality characteristics,there are gender differences in leisure sports consumption,spectator sports consumption is more popular with girls,boys pay more attention to game entertainment and spiritual enjoyment;(3)Using WeChat public accounts of different functions,will affect the different needs of leisure sports.WeChat public accounts "access to information" function most can meet the demand of "performance","entertainment" function most can meet the demand of "physical and mental health","shopping consumption" function corresponds to the "emotional vent" needs,"participate in online activities and participate in offline activities " function corresponds to the "interpersonal interaction" needs,fully embodies the WeChat public accounts of social characteristics;(4)Using WeChat public accounts is advantageous to full-time Postgraduates of Beijing Sport University leisure sports participation,can satisfy the need of the recreational sports: achievement,physical and mental health,interpersonal interaction,emotional leisure sports demand factors.WeChat public accounts can satisfy "interpersonal interaction" the need of the recreational sports,which dimension C3 "expanded social circle" has the highest satisfaction,the lowest satisfaction degree of A3 "self-importance".(5)The full-time Postgraduates of Beijing Sport University leisure sports inhibitors,will affect the use of WeChat public accounts: intrapersonal constraints,interpersonal constraints,structural constraints.The influence of academic stress and leisure time,the dimension of structural factors G2 "lack of time" has the greatest degree of influence,and the dimension of interpersonal factors F2 "parent don't support" has the least degree of influence.