A Study On Residents' Network Sports Consumption Behavior In Guangzhou City Under The Background Of "Internet Plus"

Since the 21 st century,the rapid progress of network science and technology,human civilization into the Internet civilization,the Internet era also came into being.Based on the background of "Internet" sports consumption,this paper,through the research,understands the current situation of Guangzhou residents' online sports consumption behavior,and clarifies whether gender,age,occupation,education,marital status and income influence consumer behavior choice.This paper probes into the influencing factors of sports consumption behavior of Guangzhou residents and the characteristics of network sports consumption.By using the methods of literature,questionnaire,expert interview,mathematical statistics and so on,at the beginning of the article,the author analyzes some related documents,such as Internet sports consumption,Internet sports industry,consumer behavior theory and so on.The main conclusions are as follows:(1)in the aspect of Internet sports consumption motivation,the products with high safety and cost-effective ratio are the ones that consumers consider more,while women's consumption motivation is more social aspect.)in the aspect of Internet sports consumption type,The most consuming type is the product category,and the least is the participation category,which shows that most of the online consumption of the contemporary people is to meet the basic self-needs,the most urgent.Men pay more attention to sports events,more and more men love sports,and keep learning to keep pace with the times.Young single people are the main force of current consumption.The elderly are less involved in online sports consumption,and more often go to the community to exercise.3)in the area of Internet sports consumption level,the consumption level is relatively low.Women are more likely than men to have an impulse to spend;consumption of sports services decreases with age and is less frequent;private business operators,teachers,self-employed individuals,and students spend less on smart wearable products.Live broadcast of consumption and online courses to learn more;The higher the consumption level,the higher the frequency;the higher the consumption price of unmarried people,the higher the consumption price;the higher the income,the higher the price range of products and services.Nearly40% of the population access through the Internet,the convenience of the network can be reflected,word of mouth become the main form of information diffusion.5)among the factors affecting Internet sports consumption,in the social group,more consumers are affected by the family.The influence of friends is greater,of which the consumers whose income is less than 6000 yuan are mainly influenced by the family,and the consumers who are above 6,000 yuan are mainly influenced by the friends;In terms of consumer attitudes,different incomes and occupations regard the Internet as essential,and different genders think that they can distinguish online information.(6)in terms of satisfaction with Internet sports consumption,only less than 30% of people are dissatisfied.And the reason for dissatisfaction is mostly lack of quality and service.Through theoretical and empirical research,this paper puts forward several suggestions from three angles of consumers,enterprises and governments: consumers should improve their consciousness of self-protection,enterprises should improve their product credibility,and the government should effectively supervise enterprises and solve consumers' doubts.