Research On The Driving Factors Of Soft Service Consumption In Public Sports Venues And Its Influencing Mechanism

Under the background of the new era,public sports service has increasingly become an important part of the public's yearning for a better life.With the widespread implementation of the non-competitive model,the problem of inefficient supply and demand contradiction of soft services in public sports venues has become increasingly prominent,which has gradually become the core bottleneck restricting the effective interaction between supply and demand of public sports services and the sustainable and healthy development.Based on this,this study consumer behavior theory is introduced to buy from dependency of competition mode the visual Angle of public sports venues soft service consumption,mainly adopts the combination of quantitative and qualitative research paradigm,using grounded theory and path analysis the research way of combining specific USES the literature material,questionnaire survey,mathematical statistics and in-depth interviews and other research methods,purchase of dependencies the competition mode of public sports venues soft service consumption driven factors and influence mechanism thesis launches the research,the dependency of competition to buy what the mode of public sports venues of the basis of the basic status quoto explore consumer content,consumption,This paper analyzes the influencing factors of soft service consumption of public sports venues under the supply model,based on which,it further explores the internal influencing mechanism of soft service consumption of public sports venues,and puts forward the paths and Suggestions for the improvement of soft service consumption.According to the study:(1)The consumption contents of soft services in public sports venues under the non-competitive purchase mode mainly include sports information publicity,sports activity organization,sports guidance service,sports rehabilitation treatment,etc.,with the characteristics of quality,difficulty in defining standards,and subjective emotion.On the whole,due to the influence of supply quality and other factors,the soft service consumption of public sports venues in this supply mode is seriously insufficient.(2)By using grounded theory of qualitative research methods,by the open coding,axial coding,selective codingthe three levels of interpretation process,and extracted the subject guide,environmental stimulation,demand,psychological demands,service experience,cognitive and six main categories "soft service consumption driven" core category,as a whole will be soft service consumption comes down to the individual factors,environmental factors,psychological factors in three aspects,both on the different level have significant effect on soft service consumption.(3)Using the path analysis to model the influence of the verification,found that the subject guide,environmental stimulation,cognitive psychological demands,service experience,consumption of five factors on the perceived value has significant positive influence and demand penetration to the perceived value does not exist significant influence,perceived value has significant positive influence on willingness to spend on soft service.In order to promote the promotion of soft service consumption in public sports venues under the mode of non-competitive purchase of dependency relationship,it is necessary to take the main factors of consumers,external environmental factors and psychological factors as the premise,and take the improvement of perceived value as the focus to continuously promote the improvement of soft service consumption intention,so as to realize the sustainable development of soft service consumption.