| Sports tourism is an emerging tourism product in China,and it is a kind of fitness method combining sports and tourism.Its development abroad has lasted for several centuries,and it has been fully developed and utilized.In order to speed up the construction of Shanghai world famous sports city,developing sports tourism industry,promote sports tourism and the quality of the integration,but due to the rapid economic growth,the change in the consumer income,demand difference bring sports tourism market demand change,make the sports tourism products must to multiple directions at the same time.Based on this,the study on the influence factors of Shanghai sports tourism products consumers purchase intention as the theme,consumers of sports tourism in Shanghai as the research object,using the method of literature review,analyzing the domestic and foreign literature reference outstanding scholars measuring tool,prepare the measurement tools for the study,using questionnaire investigation,aimed at from the perspective of consumer direct access to first-hand research data.Based on the theory of planned behavior,firstly,the research hypothesis and the structural equation model are proposed.Secondly,exploratory factor analysis and confirmatory factor molecules were used to conduct two rounds of tests on the measurement tools,and the relationship between demographic data and variables and variables was analyzed through difference test and correlation analysis.Finally,through the structural equation fitting degree analysis,the null hypothesis model is modified and the research hypothesis is verified.Research findings :(1)according to the analysis of demographic data,the population aged from 18 to 39 accounts for 80% of the total proportion,the population with bachelor's degree or above accounts for 71.4% of the total proportion,the population with income of more than 3,000 yuan accounts for 70.2% of the total proportion,and the population with leisure time of more than 3 hours per day accounts for 86.1% of the total proportion.(2)through the difference analysis of demographic data and research variables,it is concluded that the gender and age of consumers have no significant difference on each variable;There is no significant difference between consumers' income and behavioral attitude dimension,while there is significant difference between income and subjective norm,perceived behavior control and purchase intention,and the score of income above 3,000 yuan is higher than that of income below 3,000 yuan.Consumers' leisure time has no significant difference in subjective norms and behavioral attitudes,while leisure time has significant difference in perceived behavioral control and purchase intention,and the perceived behavioral control is the strongest when leisure time is 3-4 hours andthe purchase intention is the strongest when leisure time is 2-5 hours.(3)according to the test results of the structural equation model,it is concluded that subjective norms have a positive impact on perceived behavior control and purchase intention.Perceptual behavioral control has a positive effect on behavioral attitude and purchase intention.Behavioral attitude has positive influence on purchase intention;In addition,it is found that behavioral attitude has the strongest influence on purchase intention,followed by perceptual behavioral control and subjective norm,and most importantly,subjective norm and perceptual behavioral control have a stronger influence on behavioral attitude.Research conclusions:(1)young and middle-aged consumers have the strongest purchase intention.(2)behavioral attitude is the main factor affecting purchase intention.(3)subjective norms and perceived behavioral control are mediated by behavioral attitude,which indirectly affect purchase intention.Finally,this study combined with the research conclusions,from the perspective of consumer demand and sports tourism enterprises,the future sports tourism product development,brand building and marketing and other aspects of relevant Suggestions. |
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