A Study On The Influence Of Sports Venues On Consumer Decision-making

Stadiums and gymnasiums are the carriers of sports activities and the places where the masses participate in sports activities.With the vigorous development of the sports industry,stadiums and gymnasiums have gradually become the gathering places for sports consumption,such as sports events,sports supplies,fitness and leisure,and the consumption of sports venues consumers has become the key to the development of the sports industry.Therefore,this study studies the consumer consumption decision of stadiums and stadiums.However,the concept of stadiums and stadiums consumption decision,influencing factors,measurement in previous studies are not clear,need to comb the relevant theory and empirical research support.More importantly,the influence of psychological factors on consumer consumption decision of stadiums and gymnasiums has been neglected in previous studies.Based on the above research gap and theoretical status,the intermediary effect of dual-channel psychological account in the consumer decision-making of stadiums and gymnasiums is taken as the research object,and the literature,situational experiment,questionnaire and mathematical statistics are used to study the intermediary effect of dual-channel psychological account in stadiums and gymnasiums.The results are as follows: 1)the annual fitness card in this study is a typical practical consumer goods of stadiums and gymnasiums,and the products around the events are typical hedonic consumer goods;2)individual characteristics,situational characteristics,decision task types,dual channel psychological accounts and sports venues consumer decision-making were significantly positively correlated;3)in the decision-making of practical and hedonic consumer goods in sports stadiums and gymnasiums,the weakening coefficient of happiness plays an intermediary role in "individual characteristics of consumption decision-making" and "situational characteristics of consumer decision-making";The coefficient of painless passivation plays an intermediary role in "individual characteristics of consumption decision","situational feature of consumption decision","decision task type and consumption decision making".The establishment of intermediary model to some extent reveals the decision-making mechanism of stadiums and stadiums,and putsforward the following suggestions on the operation of stadiums: 1)to evaluate and strengthen the involvement of consumer sports and consumption in stadiums and stadiums,2)to actively create a good consumption situation.3)optimize the promotion mode of stadiums and gymnasiums.