Study On Sports Consumption Behavior Of Residents In Hangzhou And Its Influencing Factors

Recent years,with the rapid development of hangzhou’s economy,people’s living needs are increasingly diversified.With the continuous improvement of national and local sports policies,the sports industry in hangzhou has developed rapidly,and the sports consumption level of residents has also changed significantly.Therefore,it is necessary to study the residents’ sports consumption behavior and its influencing factors under the ever-changing sports consumption environment.This study using the literature material method,questionnaire survey method,mathematical statistics and logical analysis,in hangzhou and influencing factors of residents’ sports consumption behavior as the research object,based on Ajzen’s theory of planned behavior,first compiled according to the residents’ sports consumption behavior and its influencing factors of the questionnaire,and then through the statistical analysis induce hangzhou residents’ sports consumption behavior characteristics and influencing factors,purpose is to explore the relationship between factors influencing residents’ sports consumption behavior of hangzhou,which provides the theoretical basis to guide the healthy development of residents’ sports consumption.The main conclusions of this paper are as follows:(1)in terms of sports consumption behavior,there is no significant difference between different genders in sports consumption level,and there is a significant difference in sports consumption frequency;There were significant differences in sports consumption level and frequency among different age,occupation and monthly income.(2)in terms of influencing factors of sports consumption behavior,there is no obvious difference in intention and attitude of different genders towards sports consumption behavior,and there is obvious difference in subjective norms of behavior and perceived behavior control;There are significant differences in sports consumption behavior intention,attitude,subjective norms and perceived behavior control among different ages,occupations and monthly incomes.(3)in terms of the relationship between influencing factors of sports consumption behavior,there is a significant positive correlation between attitude,perceived behavior control and subjective norms of sports consumption behavior and behavior intention and behavior;There is also significant positive correlation between intention,perceived behavior control and sports consumption behavior.When residents have more positive attitudes towards sports consumption,more support from relatives and friends,and stronger control over sports consumption behavior,people will want to conduct sports consumption behavior more,and thus the possibility of sports consumption will be greater.