Taijiquan Research Consumer Behavior

With the constant realization of the development goal of an all-round well-to-do society in our country,people's health awareness and fitness awareness have been continuously improved."13th Five-Year Plan" spending: The period of victory in building a well-to-do society in an all-round way is also an important period for accelerating the development of the sports industry.Various types of sports industry are developing vigorously.As the typical representative of traditional ethnic sports,martial arts has never been highly marketized.The number of Tai Chi exercisers in the world is as high as 150 million.How to expand domestic demand and stimulate Tai Chi market to promote industrial upgrading has become a key issue.In this study,Tai Chi Shrine residents of Taiji Quan school in Jiaozuo City were selected as research subjects,and they intended to promote Tai Chi marketization through Taijiquan behavior research.A systematic study was conducted on the consumption behavior of 543 consumers in 25 Tai Chi Schools in Jiaozuo City using a combination of literature,questionnaires,interviews,and field surveys.From consumer demographic characteristics,information collection,consumer demand,selection of school factors,consumer behavior characteristics,satisfaction and loyalty,etc.were analyzed.Analysis conclusion:Demographic characteristics: Adolescents are the main consumer groups,and the number of consumers decreases with increasing age;male consumers are far more than women;Henan is the dominant consumer region;occupational distribution students(social identities)account for about 50%;other consumption The group is mainly composed of commercial service personnel and government agencies;the annual income of consumers is mostly 30,000-80,000;the student's living expenses are mainly below 10,000 yuan;the number of consumers who are very healthy is more than 60%;the age of martial arts is 5 Mainly under the year,nearly 70% of consumers had previously received martial arts training.Information Gathering: Consumers learn about Tai Chi through the form of martial arts competitions,performances,and family/friendship activities such as martial arts.Through the recommendation of friends,martial arts competitions,school videos,fame visibility and other paths to understand Taijiquan school.Consumer demand: Through factor analysis,consumers' needs in Jiaozuo City Taijiquan school were summarized into five dimensions: fun needs factor,knowledge demand factor,emotional demand factor,identity need factor,and adjustment/escape demand factor.Gender,academic qualifications,occupation,health status,and years of martial arts have a significant impact on consumer demand for fun;gender,education,occupation,participation in martial arts training,and years of martial arts have a significant impact on consumer demand for knowledge;gender,education The number of years of study and martial arts has a significant influence on the emotional needs of consumers;age,gender,academic qualifications,occupation,annual income,and health status have a significant impact on consumer identification needs;age,gender,education,occupation,annual income,and health status.Whether or not they participated in martial arts training,and the age of martial arts have a significant impact on consumer demand for adjustment/escape.The influencing factors of the selection of library schools: After the factor analysis,the factors of choosing the school for the consumers of Taijiquan school in Jiaozuo City were summarized as: five dimensions: the scale of the school,the condition of the facilities,the factors of teaching,the factors of propaganda,and the staff of the school.The age,education,occupation,annual income,health status and number of years of martial arts have a significant influence on the size of the school;when choosing the school time,the age,gender,occupation,annual income,and martial arts age of the consumers are the The condition factors of the facilities of the library and school have significant influence;when selecting the library,the age,gender,occupation,annual income,and the age of martial arts have a significant influence on the teaching factors of the school;the age,occupation and annual income of the consumers when choosing the school Whether or not participated in martial arts training,the number of martial arts years in the hall school propaganda factors have a significant impact;the choice of library school when the consumer's annual occupation,annual income,health status,martial arts years in the hall school propaganda factors have a significant impact;Characteristics of consumption behavior: The consumption of middle school students(social identity)in Taijiquan School of Jiaozuo City is higher than that of non-student consumers,and the main consumption contents are(training fees and living expenses);consumers mainly enter Taijiquan through annual and monthly training classes.Schools and schools;learning content mainly includes traditional routines,Tai Chi culture,prescriptive routines,Tai Chi health,etc.;the main contents of consumption include training fees,catering expenses,accommodation fees,and clothing costs.Satisfaction and loyalty: The Taijiquan school in Jiaozuo City has a moderate overall consumer satisfaction,a good willingness to buy,and a medium-term willingness to recommend to others.