| In recent years,China's aging population is increasing.Under the background of aging,the State encourages the development of the pension service industry and health service industry.The problem of health pension has gradually attracted the attention of the whole society,which brings good opportunities for the development of the elderly sports market.Based on the investigation of the sports market of the elderly in Guangzhou,the characteristics and guiding strategies of the sports consumption behavior of the elderly are studied based on the methods of literary analysis,questionnaire survey,and structural equation model.Based on the review of domestic and foreign researches on the elderly sports and the elderly sports consumption behavior,this paper clearly defines the concepts of the elderly,sports consumption,and sports consumption behavior,and expounds the theoretical basis of actor system dynamics theory and Howard Sheth consumption theory.Taking the elderly sports consumers in Guangzhou as the empirical research object,this paper analyzes the following aspects through the survey data of the elderly sports consumption behavior in Guangzhou: first,the characteristics of the elderly sports consumption behavior in Guangzhou are analyzed;second,based on the structural model,the influencing factors of the elderly sports consumption behavior in Guangzhou are analyzed;finally,according to the elderly sports consumption behavior in Guangzhou are analyzed The results of the characteristics and influencing factors of the people's sports consumption behavior in order to promote the long-term development of the old people's sports market in Guangzhou.The specific conclusions are as follows:(1)most of the elderly are interested in sports consumption and have a deep understanding of sports consumption;physical fitness,social interaction,and leisure and entertainment are the main motivation of sports consumption.(2)Sports mainly include dancing,Taijiquan,and other soft sports;exercise frequency is not fixed;sports consumption structure is uneven,mainly physical consumption;consumption level is low;friends and family are the main sources of information.(4)69% of the elderly are satisfied with sports consumption,the main reasons for dissatisfaction are quality and price;complaining and negative communication to others are dissatisfied post-consumption behaviors.(5)It has the characteristics of compensatory strengthening psychology,nearby consumption and group purchase effect,paying attention to the actual utility of sports products,uneven sports consumption structure and low consumption level,showing sports consumption feedback,and better overall consumer satisfaction.(7)Personal factors,demand factors,environmental factors,and product factors have an important impact on sports consumption will and the implementation of sports consumption.Sports consumption will have a positive impact on the implementation of sports consumption.(8)From the perspective of individual,society,market,and government,this paper puts forward the guiding strategies of sports consumption for the elderly.The research results reveal the characteristics of the sports consumption behavior of the elderly in Guangzhou and make an in-depth quantitative analysis of its influencing factors.It has important theoretical value and practical significance to put forward guiding countermeasures for the sports consumption of the elderly. |
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