A Study On The Factors Influencing The Financial Behaviour Of Professional Football Players In Sichuan And Chongqing Based On The Theory Of Planned Behaviour

On October 16,2020,the Political Bureau of the Central Committee of the Communist Party of China held a meeting to consider the " Outline of the Construction Plan for the Two-city Economic Circle in Chengdu-Chongqing Region." This planning outline is a programmatic document that guides the construction of the two-city economic circle in Chengdu-Chongqing region at present and in the future,and is the basis for formulating relevant plans and policies.With the development of China’s market financial system,the number of investors in the region has increased year by year,and more and more people place their second income in financial management to meet their financial needs.For professional football players,due to the shortness of their careers and the risk of declining income after retirement,the pursuit of second income has gradually become a problem they must face.However,most of the professional football players who are occupied by training and competition for most of the time,due to their low level of awareness of financial management and their vulnerability to external factors,most professional football players have financial problems when purchasing financial products.Therefore,in this context,it is of great significance and practical value to study the internal influence mechanism of financial behavior of professional football players in Sichuan and Chongqing and to explore its internal operation rules.This study takes Sichuan and Chongqing(Chongqing and Chengdu)as the main research area,takes professional football players as the research group,and constructs the influence mechanism model of professional football players’ financial behavior with the help of planned behavior theory,perceived risk theory and behavioral finance theory.Based on the existing research results,the research hypothesis is proposed,and the statistical software SPSS is used for descriptive analysis and reliability and validity test.Based on the structural equation model,the statistical software AMOS is used to test the direct and indirect effects involved in the influence mechanism model of professional football players’ financial behavior.This paper analyzes the internal influencing factors of financial behavior of professional football players in Sichuan and Chongqing.The study found that :(1)In the direct effect,behavioral attitudes,subjective norms,and perceived behavioral control will have a positive and significant impact on the financial purchase intention of professional football players;(2)Perceived behavioral control and purchase intention will have a positive and significant impact on the financial behavior of professional football players;subjective norms positively affect behavioral attitudes;(3)In the indirect effect,purchase intention plays a partial mediating role in behavioral attitude,subjective norm,perceived behavioral control and financial purchase behavior.(4)Behavioral attitude plays a partial mediating role in subjective norms and purchase intention;perceived risk plays a negative moderating role in purchase intention and purchase behavior.Based on the conclusion of this study and the spirit of relevant documents in the region,this study puts forward suggestions for professional football players in Sichuan and Chongqing to purchase financial products and suggestions for further marketing of financial products of financial institutions.In order to improve the financial behavior of the group,by optimizing its financial status and mental state,create favorable conditions for it,so as to have a positive effect,indirectly improve the athletes ’ sports competition ability and performance.