A Study On The Behavior Intention Of Sports Leisure In Changsha City Based On The Theory Of Planned Behavior

With the development of economy in china, leisure has become increasingly close to people's lives along with the increase of income and leisure hours. Although the ways of leisure is varied, sports leisure, for its beyond-comparison participial value, become people's important choice since leisure is spinging up. Therefore, a study of behavior intention of citizens, which is major participants of unban sports leisure activities, is of great significance to reveal the general characteristics of sports leisure activities, and expand the sports leisure market.Based on the theory of planned behavior, and combination of leisure constraints theory and market segmentation theory, the thesis adopt an integration of theoretical and empirical researching approach; An insight of affecting factors of unban sports leisure behavior intention is offered, on which citizens are classified, unban sports leisure market is segmented and the charaeteristics and differences of unban sports leisure behavior intention are generalized.This thesis contains 5 chapters:The first chapter introduces the research background, motives and significance, and it also provide a literature summary of the previous studies of sports-related leisure and theory of planned behavior. It presents the main ideas and frameworks on this basis.The second chapter defines the intention of the relevant sports leisure behavior. Based on the concept, it presents the theoretical claims applied in this thesis and introduces the research methodology.The third chapter determines the impact of urban sports leisure behavioral intention variables from assumptions based on theory of planned behavior, preliminarily study the affecting relationship between themselvies, while define sports leisure behavior intentions and finally making the hypothesis.The fourth chapter mainly analyzes the behavior intentions of sports leisure with various statistical methods according to the survey of Changsha citizens. Specifically, firstly, by using reliability and validity analysis, regression analysis, it testifies the variables from the theory of planned behavior have the impact on behavior intentions of sports leisure. Second, under the impact of factors, the types of urban sports leisure is dividied. Finally, based on the analysis of aboves, the characteristic differences of behavior intentions of sports leisure is generalized.The fifth chapter discusses relevant recommendations according to conclusions, while some limitations of current study and worthy research field in the future are mentioned.