Research On Leisure Consumption Behavior Based On Interest-related Group

The arrival of U-era makes the world become flat; Strange society makes trust become as a luxury; Freeman society makes people long for spiritual freedom, and more eager to get the affiliation of emotional; The transformation of work ethics to leisure ethics makes leisure become more important than work. All of these promote a new social network called interest-related group. At the same time, leisure ethics upgrade again and again make leisure consumption become one of the focuses of researches of scholars. Based on these backgrounds, this paper from the perspective of interest-related groups researched into leisure consumption behavior innovatively. On the one hand, this research enriched the contents of interest-related groups' researches and the field of leisure consumption behavior's study. On the other hand, it provided innovations for the leisure business, pointed out the direction for the development of leisure-related enterprises, provided the possibility of leisure experience ascension.Interest-related group is not new to us, but the related researches are few in number, the researches combined leisure consumption with interest-related groups is even rarer. This paper combined with some theoretical basis such as the social network theoretical, disruptive innovation theoretical and so on, used the methods of literature, logic analysis, field investigation, depth interview and mathematical statistics to make a deep research about leisure, mainly includes three parts:firstly, introducing a large comprehensive and thorough material, highly summarized the types and characteristics of interest-related groups. Secondly, discussed the driving mechanism, operation mechanism of interest-related groups, and summarized leisure consumption behavior characteristics. At last, based on a lot of thorough investigation, did a empirical research on leisure performance, explore the impact factors of leisure performance, and put some suggestions in order to improve leisure performance.The reasearch shows that:first of all, based on different standards, list some different types of interest-related groups, and summed up five characteristics, namely the interest sharing, content focus, fair relationships, identical action and heterogeneous experience. Secondary, the driving mechanism of interest-related groups including thrust system, tension system and catalytic system, these systems influence each other to make interest-related groups be popular. Three, the operation of interest-related groups is divided into four stages:involvement, trust, sharing and performance. When community members get a good performance, they will make a deeper involvement and go into a constantly strengthened cycle with operation costs continually reduce, and the community value constantly improve. Fourth, constructed the leisure performance function, pointed out leisure performance is bound up with degree of involvement of members, degree of leadership contribution and management of groups. Finally, the member of interest-related groups have their own unique consumption characteristics, shown as four types of emotional arousal consumption, information sharing consumption, active participated consumption and depth experienced consumption.The main innovation of this thesis is as following. First of all, it is novel to analyze leisure consumption behavior in the view of group. For another, it is innovative to build the driving mechanism and operation mechanism of interest-related group. In addition, it is scientific to use the quantitative analysis method to do research on verification.