Research On Urban Residents’ Participating Sports Consumption Intention Based On Theory Of Planned Behavior

As the core of sports consumption,the development of participatory sports consumption is an important task to create a new economic growth point and promote the high-quality development of sports industry.As the main force of the current participatory sports consumption,the urban residents’ willingness to participate in sports consumption will directly affect the development trend of the participatory sports consumption.Based on the theory of planned behavior,this study builds a structural equation model and takes Wuhan city as an example to study the willingness of urban residents to participate in sports consumption.This study proposed a hypothesis: urban residents participatory sports consumption behavior attitude,subjective norms and perceived behavior control influence each other and jointly affect the participation sports consumption intention.Based on the research hypothesis,a theoretical model of urban residents’ willingness to participate in sports consumption is constructed with the attitude,subjective norm and perceived behavior control as exogenous variables and the willingness to participate in sports consumption as endogenous variables.Based on the mature scale at home and abroad,combined with China’s national conditions and the actual investigation,this paper designs a measurement scale,generates a questionnaire of urban residents’ participatory sports consumption,and carries out a questionnaire survey on urban residents in Wuhan.Formal survey sent out 405 questionnaires,after eliminating invalid questionnaires,a total of 368 valid questionnaires were collected.The software SPSS22.0 was used for descriptive statistical analysis,and the software AMOS24.0 was used for reliability,validity analysis and structural equation model analysis.The research found that the urban residents’ participatory sports consumption behavior attitude,perceived behavior control and subjective norms have significant mutual influence,and the three have significant influence on the participatory sports consumption intention,and the participatory sports consumption behavior attitude has the greatest influence.On this basis,from the perspectives of the government,enterprises,social sports organizations and urban residents,the author puts forward some suggestions to promote the development of urban residents’ participatory sports consumption.For the government,the policy of participatory sports consumption should be perfected.To construct the consumer rights and interests protection system;Optimize the supply of sports venues for urban residents;Develop holiday participation sports consumption;We will strengthen statistics on participatory sports consumption.For enterprises,they should cultivate participatory sports consumption brand.Expand participatory sports consumption space;Enhance participatory sports consumption experience;Enhance the sense of belonging of participatory sports consumers.As for social sports organizations,they should enhance the ability of public sports service supply effectively.Improve the sports skills of urban residents;Build a joint platform.The concept of sports consumption should be set up for urban residents.Be active in sports.