Research On The Influence Of Sports APPlication On Sports Consumption Behavior

With the rapid growing of Internet,the sports related APPs are sprouting.Sports APP can provide the users the service and information,therefore it can promote sports consumption.As sports APPs are at their starting stage,the studies of them are not exhausted.This study has demonstrated that the sports APPs have a positive effect on consumptions by using Howard-Desert model for analyzing consumer behaviors.Based on the fact of current sports APP in the market,we sorted the APPs into three categories: single-mode,social networking-mode and marketing-mode.According to the theory model and previous studies,we introduced the mediation variable,which can be used as the index to quantify the impact of sports APP to sports consumption.From the results we can know that all the single-mode,social networking-mode and marketing-mode can stimulate sports related consumption.Single-mode has a positive effect on practical,emotion and trust cognition;networking-mode has a positive effect on practical,emotion,brand and trust cognition;marketing-mode has a positive effect on practical,emotion,brand and trust cognition.And the rising of practical,emotion,brand and trust cognition are proportion to the rising of consumption.