Sports Information Service Needs Of Shenyang Urban Residents Empirical Analysis Of The Status Quo

With the rapid development of the national economy and further improvement of people's living standards, the mass consumption demands of sports information are gradually increasing. And the question on the variety of the sports information service that should be provided for the public comes into the view of the relevant departments. Urban residents are the main service requesters for sports information. Therefore, studies on their needs and the influences are of paramount empirical significance.This paper, integrating literature method, Delphi method, questionnaire survey and mathematical statistics, analyzes on the status quo and the influencing factors of the the sports information demands of Shenyang urban residents, and provides proposals on the promotion of sports information service needs.First of all, the contingent valuation method is used to study Shenyang urban residents'willingness to pay for sports information service from the five demographic characteristics (namely, gender, age, occupation, family income and educational level), and the sports information services content and channels. It is concluded that: Concerning the information on sporting events, the Shenyang urban young males have a stronger willingness to pay; as to fitness information, the older urban residents in Shenyang with higher income and higher educational level demonstrates a stronger willingness to pay; as to the information on sports entertainment, the residents'willingness to pay decreases against age; and among Shenyang urban residents, the females have a stronger willingness to pay for sports merchandise information. Secondly, employing the extended linear model and the data of 2008 Shenyang Survey Yearbook, an empirical analysis on the paying capacity of Shenyang urban residents for sports information service is conducted. The results show that: more than5546.43yuan but lower thanof urban residents in Shenyang have a certain capability to pay for the sports information servic11714.62yuan; more than11714.62 yuanurban residents have full paying capacity.Residents with little educational background and low family income tend to get sports information through television media; and when it comes to computer media channels, the higher the educational level, the higher the family income the stronger their willingness to pay. Those who access sports information via mobile phone services are mostly young males. And the senior residents are more inclined to obtain sports information through organizational communication channels.Again, the analysis sums up the five factors influencing sports information service needs of the Shenyang urban residents: the residents'awareness of sports information, income, leisure time, satisfaction of sports information service and attitudes on sports.Finally, some corresponding recommendations are specifically furnished, which are to increase people's income; raise residents'awareness on sports; increase and better utilize the leisure time; and build personalized services, pay emphasis on feedbacks, and enhance satisfaction.