Research On Sports Consumption Behavior And Influencing Factors Of College Teachers In Wuhou District, Chengdu

With the rapid development of China's economy,people's living standards and per capital disposable income have been Significantly improved,people put forward higher requirements for their own quality of life and consumption quality.Sports consumption has the characteristics of development consumption,healthy consumption,comfortable consumption and happy consumption,and it is a happy consumption to improve the quality of people's live and life.It meets the people's demand for a better life.It is a form of high-quality consumption with great potential for growth.Under the general environment of the tide of national fitness,more and more people are actively engaged in sports and fitness activities.In recent years,the sports industry has become a sunrise industry that the Chinese government focuses on it.In the key work of promoting the high-quality development of sports during the 14 th Five-Year Plan period,it is proposed to activate sports consumption and strengthen the sports industry.At the sixth meeting of the Financial and Economic Commission of the CPC Central Committee,General Secretary Xi Jinping emphasized the importance of vigorously promoting the construction of Shuangcheng Economic Circle in Chengdu-Chongqing Region.With the Signing of the sports industry cooperation agreement in the Shuangcheng Economic Circle in Chengdu-Chongqing Region,the sports industry will usher in new development opportunities.As the central city of the country,the western region and the economic circle of the Shuangcheng Economic Circle,Chengdu has a high level of economic and social development,rich atmosphere of leisure life,and huge potential of sports consumption demand.Sports consumption plays an important role in the process of promoting the high-quality development of sports industry.If we can actively and efficiently guide sports consumption,the development prospect of sports industry will be immeasurable.Among the numerous sports consumers,college teachers have a high overall quality and considerable income.Compared with other industries,they have more abundant leisure time,which is embodied in enjoying national statutory holidays,winter and summer vacations.They have the advantage of participating in sports leisure consumption in terms of income and time.Attracting college teachers with potential sports consumption to participate in sports consumption is of great benefit to promoting the development of sports cause.Therefore,it is necessary to conduct research on the current sports consumption behavior and influencing factors of college teachers,comprehensively grasp and understand the characteristics and problems of college teachers' sports consumption,and hope to provide decision-making basis for consolidating and attracting college teachers to participate in sports consumption.This article in Wuhou district of Chengdu college teachers as the research object,based on the related theories of consumption behavior,reading a large number of sports consumption of literature,through field investigation to obtain data,using SPSS21.0 and Excel statistical software,and methods such as questionnaire survey in Wuhou district of Chengdu college teachers' sports consumption behavior and influence factors of study.In the research,regression analysis is used to explore the relationship between sports consumption attitude,sports consumption behavior intention and sports consumption behavior.The chi-square test and independent samples t test were used to explore the differences of college teachers with different characteristics in sports consumption behavior and influencing factors.The dimension-reduction method is used to carry out factor analysis on the influencing factors of sports consumption,and finally five common factors are obtained,which are respectively named as "business place factor","time factor","cost performance factor","service factor" and "individual internal factor".Based on a comprehensive understanding of the physical education consumption behaviors and influencing factors of college teachers in Wuhou district of Chengdu during the investigation period.This article puts forward some suggestions for further developing and perfecting the physical education consumption market of college teachers in Wuhou district of Chengdu.