Dongying Town Based On The Howard-Sheth Model Study On Influencing Factors Of Sports Consumption Behavior

Sports consumption has become an essential part of residents’ consumption and life.Through sports consumption,we can achieve physical and mental healthy development and improve the level of personal physical quality.This paper uses the literature method,questionnaire survey method and mathematical statistics method to analyze the factors affecting the sports consumption behavior of urban residents in Dongying city,and then tests the hypothesis of the influencing factors and determines the relationship between the relevant variables,so as to put forward reasonable suggestions to promote the sports consumption of urban residents in Dongying city.By studying the sports consumption behavior of urban residents in Dongying city,the following conclusions are drawn:Firstly,taking the Howard-Xie Si model as the starting point,the sports consumption behavior of Dongying urban residents is studied theoretically,and the following two factors affect the sports consumption behavior,social factors and marketing factors.Among them,social factors include: reference group,social environment,sports consumption concept;marketing factors include: sports products /services,sports advertising,consumption information acquisition.Secondly,after an empirical study on the influencing factors of sports consumption behavior of urban residents in Dongying city,it is found that from the perspective of demographics,age,education level,work status and weekly leisure time have obvious influence on sports consumption motivation on consumption behavior.The five dimensions of group,social environment,sports consumption concept,sports advertising and consumption information acquisition are important factors affecting sports consumption motivation,while the dimension of sports products / services in marketing factors has no significant impact on sports consumption motivation.In addition,the sports consumption motivation is also the key factor affecting the sports consumption behavior of urban residents in Dongying city.Sports consumption motivation can play an intermediary role in the influence of reference group,sports consumption concept and consumption information acquisition on sports consumption behavior,but cannot play an intermediary role in the influence of social environment,sports products / services and sports advertising on sports consumption behavior.Thirdly,through the analysis of Dongying city urban residents sports consumption behavior of key factors,from optimizing the environment of social consumption,promote the sports consumption concept change,fully excavate the leading role of related groups,rich sports products and service types,give play to the advantages of the Internet for online marketing,reasonable advertising six aspects for sports consumption market main body is put forward to promote residents to participate in sports consumption activities.