| In recent years,sports-related policies have emerged in the context of national strategies that attach great importance to achieving high-quality development of sports industry,among which sports consumption is an important force in promoting high-quality development of sports industry in the new era.Currently,with the development of Internet technology,the instant dissemination of new media information and real-time interaction in cyberspace give audiences more media proximity rights and usage rights,and sports consumption through new media has become the main choice of residents.Wuhan,as a national central city and a contact point city of sports industry,provides good external conditions for the development of sports consumption market.This paper selects the NBA league,which has a wide fan base in China,and takes the sports consumption behavior of NBA fans in Wuhan as the research object.Based on the theory of planned behavior(TPB),the research model is constructed by combining the theory of perceived risk and demographic sociological characteristics factors,and the literature data method,questionnaire data method and mathematical statistics method are used to investigate the sports consumption behavior of NBA fans in Wuhan under the new media environment and the influencing factors.The results of the study found that: the age of NBA fans in Wuhan tends to be younger,new media has become the main choice of sports consumption for fans in Wuhan,and the frequency of using new media to participate in sports consumption has yet to be improved;there is a positive relationship between behavioral attitude,subjective norm,self-efficacy,external resources and sports consumption behavior intention of NBA fans in Wuhan in the new media environment;there is a positive relationship between sports consumption behavior intention and sports consumption behavior of NBA fans in Wuhan in the new media environment;there is a positive relationship between sports consumption behavior intention and sports consumption behavior of NBA fans in Wuhan in the new media environment.There is a positive relationship between NBA fans’ sports consumption behavior intention and sports consumption behavior in the new media environment;there is a negative relationship between perceived risk and sports consumption behavior among NBA fans in Wuhan in the new media environment;there are significant differences in sports consumption behavior intention among NBA fans in Wuhan by gender,age,and average monthly income level.Finally,based on the findings of this paper,recommendations are made at the levels of government,online sports merchants,and Wuhan NBA fans’ consumers,respectively.At the government level,the government should implement sports consumption policies to stimulate sports consumption;develop NBA event brand resources to create a sports consumption atmosphere.At the level of online sports merchants,they should make use of the advantages of new media communication to reduce the risk of sports consumption by fans;pay attention to the role of reference groups and opinion leaders to strengthen the network word-of-mouth communication.At the level of NBA fan consumers in Wuhan,they should correctly understand symbolic consumption and return to consumption rationality;restrain conspicuous sports consumption behavior and cultivate correct sports consumption values. |
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