Research On The Influencing Factors Of Sports Consumption Behavior Of College Students In Xi'an Based On The Theory Of Planned Behavior

In recent years,China's sports consumption market has developed rapidly,and the market has a bright future.People's increasing demand for sports value has driven China's sports consumption behavior and promoted the development of China's sports consumption market.With the increasing number of Chinese college students in recent years,it has gradually become the main group of China's sports consumption market.Its sports consumption intention and demand will directly or indirectly affect the overall trend of China's sports consumption market.Planning behavior is widely used in foreign countries,but relatively little research has been done in China,especially in sports related fields.The theory of planned behavior has good explanatory power and predictive power for behavioral research.It can help us analyze group sports consumption behavior from the psychological point of view,the influencing factors of sports consumption behavior and the relationship between the influencing factors.Based on the study of the influencing factors of Xi'an university students'sports consumption Behavior,this paper applies the Theory of Planned Behavior(TPB)to construct a theoretical model of the influencing factors of Xi'an university students'sports consumption Behavior,we designed the questionnaire and used the statistical software SPSS 21.0 to test the reliability and validity,factor analysis,correlation analysis,variance analysis and Regression analysis,the study concluded that:(1)In the analysis of the basic status quo on the theme of sports consumption of college students in Xi'an,it is concluded in the structure of sports consumption that college students in Xi'an are dominated by physical sports consumption;the main consumption needs are the interests and fitness of college students This shows that Xi'an college students are paying more and more attention to their physical fitness;they have a certain consumption capacity,but the relatively low frequency of sports consumption and the overall consumption level are the characteristics of Xi' an college students'sports consumption level.(2)In the analysis of personal attribute characteristics,there is no significant difference in the behavior intention,attitude,subjective norms,and perceived behavior control of Xi'an college students 'sports consumption in the urban and rural dimensions;there is only a significant difference in the gender dimension from the subjective norms;in the month Except for the control of perceived behavior,there is no significant difference in the amount of disposable amount.In the study of the professional dimension of sports consumption behavior of Xi'an college students,there are significant differences in behavior intention and perceived behavior control,and there are no other significant differences.(3)Through data analysis,it is further proved that the planned behavior theory has excellent applicability in the study of sports consumption behavior.There is a significant difference between the behavior attitude factor,subjective norm factor,perceived behavior control factor and behavior intention factor and external environmental factors.The correlation between behavior intention factor and behavior attitude factor,subjective norm factor,and perceived behavior control factor among the three elements of planned behavior,there are also significant correlations,"behavior attitude","subjective norm" and "perceived behavior control" All three main variables will have a significant impact on sports consumption behavior intentions.(4)External environmental factors have a significant impact on behavioral attitudes.External environmental factors,as the antecedent variable of sports consumption behavior attitudes,have achieved the expected effect in this study,expanded the scope of research on attitudes,and verified that external factors will also Has a significant impact on attitudes.Studies have shown that changes in external environmental factors to a certain extent can inhibit or promote sports consumer behavior attitudes.In the end,the purpose of this article is to obtain the influencing factors of college students' sports consumption behaviors,respectively to verify the proposed research hypothesis,and to modify the analysis of the research hypothesis model,and give corresponding comments and suggestions based on the research results.