Study On Enhancing Strategy Of Urban Teachers’ Sports Consumption Stickiness In Bijie City

As the number of people participating in sports continues to increase,the population’s sports consumption continues to grow.However,the national per capita sports consumption accounts for a relatively low proportion of the total per capita expenditure,the consumption level of sports is low,and the stickiness of sports consumption is weak.Strengthening the stickiness of sports consumption is of great significance to promote sports consumption.At present,there are few researches on how to enhance the stickiness of sports consumption at home and abroad,and more discussions are about consumers’ sports consumption behavior,consumption motivation,consumption demand and consumption status.There is a lack of discussion on the basic issues such as the connotation of sports consumption stickiness and its effect mechanism on sports consumption.How to enhance the stickiness of sports consumption to promote sports consumption has become a topic worthy of research.Based on this,this research makes relevant elaborations.First of all,by summarizing the literature of domestic and foreign scholars on sports consumption and consumption stickiness,and combining with the characteristics of sports consumption,this paper defines the sports consumption stickiness by referring to the Customer Satisfaction Index Model(ACSI),and constructs the model based on customer satisfaction Based on the concept model of sports participation and sports consumption stickiness,and with reference to the mature scale at home and abroad,this paper designed a questionnaire on the influencing factors of the sports consumption stickiness of urban teachers in Bijie City to explore the internal relationship between the six participants of sports consumption stickiness and perceived quality,customer expectation,perceived value,customer satisfaction Then,selection of bijie city urban teachers questionnaire for investigation object,and using the SPSS survey questionnaire and the reliability and validity of using the structural equation model of customer satisfaction and the relationship between sports participation and sports consumption viscous validation In addition,the use of independent T test and variance analysis methods to analyze the different types of teachers’ sports consumption viscosity differences Finally,based on the analysis results,the paper puts forward some strategies to enhance the stickiness of urban teachers’ sports consumption in Bijie.The research results show that:(1)customer satisfaction has a positive impact on the sports consumption stickiness;(2)sports participation has a positive impact on the sports consumption stickiness.Through the analysis of the questionnaire data,the following strategies to enhance the stickiness of urban teachers’ sports consumption in Bijie City are extracted:(1)Start with the attributes of teachers to enhance the stickiness of sports consumption;(2)To improve teachers satisfaction from the perspective of perceived quality,customer expectation and perceived value,and to improve the stickiness of sports consumption by improving teachers satisfaction;(3)To improve the stickiness of teachers’ sports consumption from the perspective of improving teachers’participation in sports.