Research On Sports Consumption Behavior Of Football Fans In New Media Environment

The advantages of new media have been fully exerted with the development of the era of the Internet,which also makes people's access to information continue to be upgraded.The advantages of new media are fully displayed,which brings about changes in consumption methods and lifestyles to make people's lives.Earth-shaking changes have taken place.The transformation from traditional media to new online media is both an opportunity and a challenge to the upgrading and adjustment of my country's sports industry.The emergence of new sports media is the inevitable result of the development of digital network.Merchant companies have also seized the opportunity of online new media,reformed business models and marketing channels,used new media to promote and market their products,and achieved good results.This article takes the big data communication in the new media environment as the research background,takes Guangzhou Evergrande Taobao,Shandong Luneng,Jiangsu Suning Tesco fan groups as the research object,takes sports consumption behavior as the research goal,and summarizes the fan consumption in the new media environment.The influencing factors of the behaviors respectively explain the subjective and objective factors.Through qualitative in-depth interview mode andquantitative data analysis to study the consumer behavior of this special group of fans.Through research,this study has the following conclusions:(1)The content and structure of sports consumption are significantly different among different fan groups.(2)The sports consumption motivation of the fan group is mainly based on the team effect,star effect and consumption in kind.(3)The interactivity of the new media platform satisfies the fans to watch games and videos that interest them,and to communicate and discuss with like-minded fans and friends.The interactivity of the new media platform has increased the frequency and favorability of the fans to use new media.(4)The quickness of the new media platform has increased the demand for quick shopping.The sports consumption structure of fans is mainly in-kind consumption,with general satisfaction with sports consumption and weak awareness of rights protection.,(5)Under the new media environment,subjective factors have become the key factors restricting fans' sports consumption patterns.Compared with subjective factors,objective factors have less influence on fans' sports consumption patterns.