Study On Consumer Behavior Characteristics And Influencing Factors Of Badminton Clubs In Guangzhou

In 2019,the General Office of the State Council issued the Outline of Building a Sports Power,pointing out that the sports industry should be developed into a pillar industry of the national economy by 2035.From the micro level,to accelerate the development of sports industry and promote sports consumption,it is necessary to cultivate more groups with sports consumption consciousness and consumption ability in order to stimulate the vitality of sports consumption market.Guangzhou is known as "Badminton Capital",with a good badminton mass base and a strong atmosphere.It is of great significance to study the consumer behavior characteristics and influencing factors of badminton clubs in Guangzhou to promote the consumption level of badminton in Guangzhou and strengthen the construction of a strong sports province.The existing research on the influencing factors of badminton consumption behavior mainly focuses on qualitative analysis,and the quantitative research based on theoretical level is still insufficient.Therefore,this study takes the consumers of Guangzhou Badminton Club as the investigation object,constructs a structural equation model based on the theory of planned behavior and the theory of attitude and behavior scenarios,and explores the influencing factors of consumer behavior of Guangzhou Badminton Club,in order to provide practical countermeasures for enriching relevant theoretical research and promoting the development of badminton.In this study,using the methods of literature review,questionnaire survey and mathematical statistics,540 questionnaires were distributed in Guangzhou Badminton Club.Based on SPSS.26.0,AMOS16.0 and Stata15.0,the characteristics of consumption behavior,influencing factors of consumption behavior and multiple linear regression analysis were analyzed respectively.The conclusions are as follows:(1)From the demographic characteristics,the consumers of Guangzhou Badminton Club are mainly young and middle-aged,and men are the main force;Bachelor’s degree,occupation and group proportion of state-owned enterprises and private enterprises are prominent;Badminton club consumers with different income levels account for a balanced proportion.(2)According to the consumption characteristics,the current consumption life of Guangzhou badminton club consumers is mainly five years or less;The duration of single participation in consumption is mainly 2 hours;The frequency of participating in consumption is mainly 2 times or less per week;The time of participating in badminton consumption is obviously influenced by different occupations;Badminton consumption level is high.(3)Environmental perception,behavior attitude and perceived behavior control have a significant positive impact on consumption intention,but subjective norms have no significant impact on consumption intention.Perceived behavior control and consumption intention have a significant positive impact on consumption behavior,but environmental perception has no significant impact on consumption behavior.(4)The mediating effect of consumption intention in environmental perception and consumption behavior is significant,which is a complete mediating effect.The mediating effect of consumption intention on perceived behavior control and consumption behavior is significant,which is a partial mediating effect.(5)On the basis of taking environmental perception,behavior attitude,subjective norms and perceived behavior control as the core explanatory variables,and adding demographic variables into the model as the control variables,the explanatory power of the whole model is 2% higher than that of the benchmark model,which shows that the control variables have an influence on consumption behavior,but the influence degree is small.According to the research conclusion,the following countermeasures are put forward: to stimulate the behavior and attitude of badminton consumers and improve the awareness of sports participation;Strengthen badminton consumers’ environmental awareness and enhance sports consumption experience;Improve the control of badminton consumers’ perception and behavior,and enhance their sports consumption ability;Create local badminton events and improve the enthusiasm of sports participation.