Research On The Influence Of Consumers’ Environmental Perception On Their Behavioral Intention In Urban Sports Service Somplexes

With the rapid development of China’s social economy,people’s need for the pursuit of a better sports and cultural life is increasing,and the per capita sports consumption level in China is also rising,with sports consumption showing the development trend of diversification,fashion and quality,and new sports consumption spaces with diverse spatial atmosphere and highquality scene environment are emerging.As a new type of sports consumption space,the urban sports service complex has become a catalyst for the sports market,which not only can better promote the development of sports consumption and sports industry,but also gradually receives extensive attention from academic circles.This paper will study the relationship between consumers’ environmental perceptions of urban sports service complexes on their place identity and behavioral intention from the perspective of consumers.This study takes the spatial characteristics of sports consumption as an example,and takes the Three Neighborhood Bridges Sports and Culture Park as an example.By using literature,questionnaires and mathematical statistics,the study collects,organizes and summarizes the conceptual connotation,basic concepts and related research on the environmental perception of urban sports service complex customers,and on this basis refines the variables of environmental perception,place identity and behavior intention relationship,and finally determines five dimensions and 26 The final determination of 26 indicators.The environmental perception is divided into two dimensions:hard environmental perception and soft environmental perception;place identity is divided into three dimensions:human-local consistency,functional dependence and emotional dependence;and a questionnaire of relevant index dimensions was developed and filled out by consumers of Shanghai Sanlinqiao Sports and Culture Park.A total of 417 valid questionnaires were received.The conclusions of the study are as follows:(1)Environmental perception is divided into two dimensions:hard environment perception and soft environment perception,and place identity is composed of three dimensions:humanground consistency,functional dependence and emotional dependence.(2)The environmental perception,place identity and behavior intention of consumers in Shanghai Sanlinqiao Sports and Cultural Park are all at a high level.(3)The correlation between the environmental perception,place identity and behavioral intention of consumers of urban sports service complexes is significant.(4)Place identity(human-place consistency,functional dependence,and emotional dependence)partially mediates the relationship between consumers’ environmental perceptions(hard environmental perceptions and soft environmental perceptions)and behavioral intentions in the context of urban sports service complexes.Based on the findings of the study,management insights for the construction and operation of urban sports service complexes in China are proposed,namely,optimizing spatial design and atmosphere creation,enhancing place identity,and strengthening interaction and emotional connection with consumers.