Research Of Consumer Behavior Of Sport Based On The Theory Of Information Searching

Under the condition of market economy, in order to win added market share and build characteristic competition advantage, any sports marketing organization or corporation's activity must surround consumer behavior directly or indirectly, take consumer as activity's start and ultimate aim, and provide satisfying product or service to consumer. As marketer and corporation as concerned, it is very important not only to study sports consumer information searching behavior's character and factor influenced completely and thoroughly, but also guidance and reference to set down marketing strategy or tactic of sports.On the study of consumer information searching behavior in the search for marketing theory of sports is not enough, even untouched. Therefore, the author made a attempt to introduce such subject as cognitive psychology , social psychology and information science into the field of the study to consumer information searching behavior of sports in different angles.Firstly, reviewed consumer information searching behavior theories of associated documents in the article. Made a concrete analysis and an abstract summary of the information source and the consumer information searching behavior's factor influenced. These factors could be reduced to five categories. Including self-involvement, product knowledge, perceived risk, searching attitude and searching cost. Then, produced the hypothesis relations between them and the consumer information searching behavior based on them. In the end, studied for graduate and advanced undergraduate students in a college or university as sample which combined an exploratory research with a descriptive research. Adopted any method of a questionnaire and statistical analysis to the demonstrate of the hypothesis, and a model of information searching behavior was put forward. The basis on which the new model is founded to make a constructive advice or opinion. At the same time, pointed out the insufficiencies in study and the direction for further research of the future.