Research On Consumer Motivation And Behavior Of Taekwondo Club In Heilongjiang Province

Research purpose: Based on the investigation of the Taekwondo clubs in Heilongjiang Province,this paper selects the Taekwondo consumers in Harbin,Qiqihar,Mudanjiang,Jiamusi and Daqing as the research objects,and evaluates the psychological mechanism and behavior of Taekwondo consumers through the psychological characteristics of Taekwondo consumers' consumption,so as to provide practical basis for the development and operation of the Taekwondo clubs in Heilongjiang Province.Research methods: By using the methods of literature,expert interview and questionnaire,this paper investigates 53 Taekwondo clubs in Heilongjiang Province,and uses the psychological scale: Taekwondo consumption motivation scale and Taekwondo consumption behavior scale to get the consumption motivation and behavior indicators,and uses the mathematical statistics method to analyze the consumption motivation and behavior of consumers.Research results: In the consumption group of Taekwondo Club in Heilongjiang Province,children and young students are the most,and there are significant differences in health motivation and appearance motivation among consumers of different ages(P < 0.05);the occupation distribution of consumption group of Taekwondo Club in Heilongjiang Province shows that there are significant differences in health motivation,fun motivation,appearance motivation and social motivation(P< 0.01);The health motivation,fun motivation,appearance motivation and social motivation of students were significantly lower than those of civil servants and private business owners(P < 0.05);in terms of consumption behavior,taekwondo consumers with different degrees showed significant differences in excitement,self-esteem,entertainment and sociality(P < 0.05),while consumers with lower degrees had lower entertainment.Research conclusions: 1.The main consumer groups of Taekwondo Club in Heilongjiang Province are children and students;2.The female demand rate of Taekwondo consumers in Heilongjiang Province is lower than that of men;3.The education level has a direct impact on the consumer motivation and behavior,and the high educated consumers have a high sense of health.4.The professional distribution of consumption groups of Taekwondo clubs in Heilongjiang Province students' consumption motivation is lower than that of civil servants and private entrepreneurs;5.With the growth of income,taekwondo consumers' consumption motivation is stronger;6.Taekwondo consumption in new media marketing can play a better positive advertising effect.Recommendations: 1.According to the fitness club should be accurately positioned to adapt to the development of different levels of consumers and establish a long-term consumption relationship;2.Taekwondo fitness club should meet the consumption needs of different levels of consumers as much as possible;3.Taekwondo club should adapt to the current marketing model for consumer motivation and behavior strategies,and master the initiative of Taekwondo club development;4.According to Taekwondo Club The characteristics of department consumers can attract consumers by developing new ideas,building Club brands and developing new media marketing strategies.