Research On The Sports Consumption Behaviour Of Young And Middle-aged Women In Shanghai

Along with the development of sports industry and improvement of people's living standard, sports consumption has become an important part of people's life consumption. However, women consumers as the most active role of the market, do not receive enough attention by sports businesses and enterprises. Research on the sports consumption behaviour of city women can not only help to enhance their health and body, but also leads to a scientific and reasonable sport consumption of Shanghai women, thus improving the overall standard of women's sports consumption based on women's sports consumption characteristics and finally achieve the purpose of providing relevant basis and reference for the development of sports industry in China.This paper adopts literature review method, questionnaire, interview method, statistics and logical analysis method, using the young and middle-aged women in Shanghai as research object, summarizes literatures on female sports consumption behaviour, and carding the theoretical framework, through research we can have a better understanding of the current situation of Shanghai women's sports consumption, preliminary results are as follows:1.27.2% of the young and middle-aged women in Shanghai think sports consumption is very normal, 26.4% of Shanghai women think sports consumption can promote health, 27.5% of Shanghai women believe sports consumption is a part of modern life, 13.2% of Shanghai women hold the opinion that sports consumption can maintain the figure, however, there are still 5.7% of Shanghai women show no interest in sports consumption, they think it is a waste of money.2. 60.1 % of the young and middle-aged women's total sports consumption amount is under 1000 RMB, 26.9% of which are between 1001-3000 RMB, and 13% are over 3000 RMB, among which material object consumption occupies the highest proportion; 88.6% of the young and middle-aged women in Shanghai say there are plans to increase sports consumption, the demand for participating sports consumption is the greatest; women's main motivations for sports consumption behaviour are: aesthetic motivation, health motivation, recreation motivation and social motivation.3. This paper analyzes the factors which restrict the sports consumption behaviour of the young and middle-aged women in Shanghai. Result shows that the lack of leisure time, low personal income, female physiological inert factor, the inconvenience of the traffic around the sports venues and the poor service of sport consumption are the critical factors which restrict the sports consumption behaviour of women in Shanghai.4. Most of the young and middle-aged women in Shanghai feel just so so about their sport consumption for last year, 7.1% of them show no satisfactory of very dissatisfied, only 18.9% of them have satisfaction. When they encounter dissatisfaction, most of them take compensating measures such as complaining or advising friends, legal awareness if poor.