Research On Internet Sports Consumption Behavior Of Shanghai Residents

Since the 21 st century,along with the rapid economic development,the development of the network has also progressed rapidly,and the era of network consumption has emerged.Based on the background of online sports consumption,this article understands the current situation of Shanghai residents' online sports consumption behavior through research,analyzes whether different genders,ages,occupations,educational backgrounds,marital status and income have an impact on consumer behavior choices,so as to understand Shanghai residents Influencing factors of sports consumption behavior and characteristics of online sports consumption.This paper adopts literature method,questionnaire method,expert interview method,mathematical statistics method and other research methods.At the beginning of the article,it analyzes the literature searched by keywords such as online sports consumption,sports consumption,and consumption behavior.After investigation and research,it was found that,first of all,Shanghai residents take actual use and cost-effectiveness as the main criteria for consumption in terms of online sports consumption psychology.Even with the overall rise in people 's living standards and the rapid development of the Internet,people are more concerned about online sports.Consumption is still rational,not blindly pursuing brands or following trends,but making reasonable online sports consumption based on own needs and economic capabilities.At the same time,most residents in Shanghai have learned about online sports consumption information sources through online video advertising.In terms of online sports consumption,the overall consumption level of Shanghai residents is not high.People with high incomes such as high-level enterprises,middle-level managers,private enterprise operators,and self-employed individuals have higher consumption amounts;High consumption frequency is higher;the higher the education level,the higher the consumption amount and the higher the consumption frequency.In terms of the types of online sports consumption of Shanghai residents,sports clothing,shoes and hats are the most consumed in the physical category,sports publications are the least,and sports and fitness services are the most consumed in the service category,reflecting the contemporary people's online sports consumption Shi Duo first meets basic self-demands;men pay more attention to sports,so men consume more in watching online paid sports games,while women,as a synonym for consumption,consume more in clothing;younger Singles have become the backbone of online sports consumption,and the elderly rarely use online sports consumption.Finally,in terms of online sports consumption satisfaction,more than 50% of Shanghai residents are satisfied with online sports consumption,but at the same time they believe that there are still problems in online sports consumption,mainly false advertising,poor product quality and high prices.In the fast pace of the Internet,many merchants falsify because consumers can ' t see the real thing,by deceiving customers by exaggerating products or false advertisements to buy products of poor quality,and gaining illegitimate benefits.At the same time,it reflects that the government's management system for merchants and the degree of control over the information posted on the network are not strict enough,and the relevant laws and regulations are not perfect.Through theoretical and empirical research,several suggestions are made from three perspectives of consumers,merchants and the government: consumers should better understand the products through professional channels,distinguish between true and false,prevent fraud and improve self-protection;merchants should be honest Management,improve product quality,increase experiential and personalized services,protect consumer information security;the government can build a professional communication platform to support the development of small and medium-sized enterprises,vigorously improve consumer sports culture understanding,and cultivate consumer A strong sports atmosphere guides consumers to establish correct online sports consumption awareness and other suggestions,and improve relevant laws and regulations to strictly and effectively monitor businesses.