Research On Consumption Status And Marketing Strategy Of Wearable Sports Equipment In Campus Market

Wearable exercise equipment is a valuable channel to provide timely guidance and support to improve key daily health behaviors.Human body health indicators have obvious advantages in monitoring exercise,portability,operability and timeliness.The characteristics cater to the needs of the fitness crowd in the university campus market,and have huge market potential.This paper studies the purchase intention and behavior of college wearable sports equipment,aiming to explore: 1)The consumption status of wearable sports equipment in the university campus market;2)The influencing factors of the purchase intention and purchase behavior of wearable equipment in the university campus market;3)To provide a corresponding countermeasure for the further release of industrial potential of wearable sports equipment,and provide guidance for enhancing the role of wearable sports equipment in sports activities in the Campus market and promoting its healthy and rapid development.This study takes the current situation of college students' wearable sports equipment consumption as the research object,and conducts a sample survey on the purchase intention and purchase behavior of college students' wearable sports equipment in Shanxi,Shaanxi,Hebei and Henan provinces.The survey is conducted in the form of questionnaires.A total of 1658 college students were randomly selected,and 1564 valid samples were obtained.Binary and ordered logistic regression and descriptive analysis were performed on the data of factors affecting the purchase intention and behavior of sports equipment.The research results show that:(1)Consumer purchasing behavior theory,market segmentation theory,and marketing combination theory provide theoretical support for the purchase intention and behavior of wearable devices in the university campus market.An important market segment of market development to promote the development of the sports industry.(2)According to the survey results of the wearable sports equipment consumption in the Campus market,the college students have a strong willingness to purchase wearable sports equipment,and the actual purchase of wearable sports equipment is more than half,with nearly 40% buy wearable sports equipment for the sports and fitness field.There is a significant difference in the purchase intention and behavior of college students with different backgrounds.At the same time,there are significant differences in the combination of physical exercise habits,physical exercise places and physical exercise forms in combination with the characteristics of wearable exercise equipment.(3)Through the regression analysis of the willingness and behavior of college students' wearable sports equipment purchase,the nine factors that influence the purchase intention in the psychological reaction dimension are obtained;the nine factors that influence the purchase intention in the two dimensions of psychological reaction and marketing stimulation The purchase intention is used as a mediator variable,and the impact of psychological reaction and marketing stimulus on purchase behavior is affected by 13 factors.Finally,the impact of the frequency of use of wearable sports equipment after college students purchase is analyzed,mainly by profession,family structure,and sports.Exercise habits,physical exercise places,increased fitness interest,meeting current lifestyle and demand,function and utility appeal,style,wearing style,price of similar products,installment payment and purchase intention as mediator variables.(4)According to the current consumption situation of wearable sports equipment in the university campus market,combined with the marketing characteristics of the university campus market,this paper puts forward some suggestions for the marketing of wearable sports equipment in the university campus market: paying attention to the marketing strategy of “taking the needs of college students”.Give full play to the role of wearable sports equipment to cultivate good sports habits of college students,use wearable sports equipment as an entry point to encourage college students to participate in physical exercise,cooperate with new media to promote wearable sports equipment as a scientific fitness aid,and use social characteristics of wearable devices Create a campus culture atmosphere of “Love Sports”.