Research On The Characteristics Of Online Sports Consumption Behavior Of Generation Z Sports Fans

With the development of social economy and the improvement of civil life,sports consumption has been treated as an important part in the construction of Healthy China and Sports Power in China.On the other hand,China’s Generation Z group has reached 300 million people,and they have become a considerable force in Chinese society.Generation Z has huge potential in the Internet ecosystem,as consumers and providers of opinions.The emergence of Generation Z brings an earthshaking revolution for traditional sports media and sports marketing.Born in the Internet era,Generation Z has their own internal demands and preferences for sports consumption.If people can make the best of the situation,they can directly grasp the mainstream consumer groups of China’s market consumption in the next ten years.How to implement effective and feasible sports consumption guidance for Generation Z has become an important issue for media and marketing people to think about.The sports consumption of Generation Z is not only based on the consumption of the commodity,but also on the consumption of symbols attached to the commodity.In the use of sports consumption by fans,the audience is affected by sports symbols.Sports users complete sports consumption behavior physically,and also develop a further sense of identity with sports concepts and culture mentally.This study aims to study the social interaction and consumption behavior of Generation Z sports fans,and deduce the important factors affecting their consumption behavior through qualitative research and quantitative research,so as to find an effective way to expand the sports market.I make an empirical analysis of the questionnaire based on the interviews with Generation Z group.Through direct contact with Generation Z sports fans,the data is obtained.The proposed influence factors are set as independent variables,and the behaviors of sports fans are taken as dependent variables for correlation analysis and regression analysis to obtain the ranking of motivation influence of Generation Z sports fans.The second part is to make a participatory observation on the Generation Z sports fans in Hupu and Bilibili based on the influence factors from regression analysis.Through the research on their content production,the formation of fan community and the agreement of group rules are traced back.By deconstructing the sports fan group of Generation Z with the thinking of consumer culture and fan culture,the dual analysis of word frequency and word meaning of the community discussion content is performed to generate a word cloud diagram,which can intuitively show the formation process of fans of sports symbols.In the end,based on the aforesaid research,I put forward suggestions around the relevant influence factors of sports fans’ behaviors,extract the particularity of Generation Z sports fans as methodology,and seek for an effective way for future sports marketing to reach Generation Z based on the fans’ behavioral motivations.This will provide a basis and strategy for sports marketing and sports guidance in the future.