A Consumers' Preference Study Of Internet Sports Video Products

Network and the development of intelligent equipment are changing people's way of life,sports as an indispensable spiritual element in life is developed with the rapid development of the network,people are gradually moving from the original traditional sports to the Internet sports,intelligent sports.In the wave of the development of Internet sports,consumers' preference is the key factor to determine the future development of the market and the future of the product,and it is also the focus of this paper.This paper focus on the characteristics of Internet sports video products,analyzes the consumers' preferences of these kind of products,and studies the meticulous research,and puts forward the future development strategies and suggestions from the real preference level of consumers.This paper includes six parts:The first chapter is introduction.It mainly points out the research background,meaning,question and thought of this paper.Next section is introduction of research method that used in this paper.The third section is analysis of the Internet sports market in China.The second chapter is literature review,I summarized the research situation at home and abroad.The third chapter is the model construction and research design of consumer preference.First of all,this paper uses the joint analysis method to construct the preference research model.Through the interview investigation and reference,the Internet sports video products are classified into six attributes,and different attribute levels are set.Sixteen kinds of simulation products are designed by orthogonal experiment.The fourth chapter is a joint analysis of consumer preferences.First part is design and distribution of the questionnaire,and the descriptive statistical analysis of the obtained questionnaire data will be carried out.Secondly,the overall consumers' preference and attribute relative importance of the product will be obtained by using the conjoint analysis method.The difference of attribute preference of different groups will be analyzed.Finally,do further clustering,looking for different categories of consumer preferences.The fifth chapter is the future product development strategy.According to the research results,analyzed the cognitive value of consumers and the product market position;then put out three recommendations.The sixth chapter is the research conclusion and the research prospect,also is the summary chapter of this paper.It includes main conclusions of this paper,and shortcomings and limitations of this paper,then looks forward to the future research.The results show that:firstly,the importance of the six attributes are video quality>type of sports>competition awareness level>price>the degree of awesomeness of homemade programs>information update speed,each attribute's different levels appeared difference.Second,different categories of groups showed differences in performance,and the specific decision-making focus points are different.Third,the different nature of the consumers(preference type,neutral type,disgusting type)show differentiation in the various attributes and levels of attributes.Through the study of this paper,firstly,it makes up for the lack of research of Internet sports video products.Secondly,provides a new perspective of development for the Internet sports video product,and also helps to further understand of importance of consumers.And on this basis,put forward the future development recommendations.