A Study On The Path To Improve The Retention Rate Of Participants In Mass Sports Events In China

Since the slogan "Fitness for All" and the "Healthy China" strategy were put forward,and with the rapid development of information technology,the market related to China’s sports industry has expanded rapidly,and many mass sports events have emerged.However,as China’s sports industry is lagging behind and there is a relative lack of sports talent,on the one hand,society is not in a position to coordinate the allocation of resources,the quality of mass events is poor and the number of events is low,and people have no access to good information about events even if they are willing to participate and pay.On the other hand,as the epidemic situation has eased and people’s health awareness has increased after this public health incident,people have become more aware of their own health management and have a greater need for mass sports events within the scope of physical exercise and with a low entry barrier.This has led to a rapid growth in mass sports events and a growing user base.However,this has also led to fierce competition between mass sports events and a high level of participant attrition for single events.Therefore,it is necessary to analyse and explore the factors that influence the churning behaviour of users of mass sports events.Based on this,this study focuses on the participants of mass sports events in China and investigates the current situation of participants’ participation in mass sports events in China.This study first systematically compares the relevant studies on the retention rate of mass sports event participants at home and abroad,and analyses and summarises them.Based on rational choice theory,the PPM model(Push-Pull-Mooring)and the information adoption model(IAM),a theoretical model of the factors influencing the retention rate of participants in mass sporting events was constructed,and 12 factors that may influence the occurrence of user churning behaviour in mass sporting events were proposed,namely:information-related quality,service-related quality,authority-related reputation,perceived privacy-related risks,usage-related costs,perceived related benefits,perceived related costs,alternative appeal,community influence,user habits,transfer costs and perceived health risks.The study then collected 548 valid questionnaires in the form of a questionnaire and analysed the data collected to produce descriptive statistical analysis and the data were analysed by numerical methods for corresponding reliability,overall validity and interval validity.This study also analysed the significance of structural equation modelling and related assumptions.Finally,this study classifies the above possible influencing factors into three categories,P(push factor),P(pull factor)and M(anchoring factor),puts forward the research hypotheses,and gives the corresponding participant retention rate optimisation paths through mathematical and statistical analysis of the data combined with the actual situation of running mass sports events.The findings of this study are as follows: among the potential variables,information quality,service quality,authority reputation and cost of use have the greatest impact on the churning behaviour of mass sporting events.This is followed by perceived privacy risk and community influence.The attractiveness of alternatives,transfer costs and perceived health risks did not have a significant impact on retention of mass sporting events,but efforts to improve these aspects should still not be completely discarded.Based on the findings of the study,mass sport events can be improved by focusing on the relevant areas that are more important to participants,thereby optimising the retention rate of mass sport event participants.(1)With regard to the push factor,mass sport events in China can consider optimising the following paths to improve participant retention: improving the quality of mass sport event information services,improving the ease of access to mass sport event information services,and improving the authority of mass sport event information services(2)With regard to the pull factor,mass sport events in China can consider optimising the following paths to improve participant retention: improving(3)With regard to anchoring factors,China’s mass sporting events can consider optimising the following paths to improve participant retention:improving the brand power of mass sporting events,improving the unity of mass sporting event marketing strategies,and improving the stickiness of mass sporting event participants.