Quanzhou Career Women Sports And Leisure Consumer Behavior Research

With the increasing of people’s living standard, colorful leisure content,innovative leisure showing a booming trend, good degree of leisure time has becomethe identity of the modern civilized life. Sports as a healthy, active leisure, with itsunique charm to attract a large number of women involved. It can not only promotethe health of women, and also play a positive role to ease the psychological pressureto improve women’s quality of life. Career women as a consumer group, theinvestigation and analysis of its sports and leisure consumer behavior, designed tofurther enhance the concept of health of women, improving women’s leisureconsumption, and achieving gender share the goal of modern society advances.Quanzhou (Licheng District, Fengze District, Luojiang District)20-55year-oldcareer women for the survey, the use of literature, questionnaire, individualinterviews,, the method of mathematical statistics and logical induction, combinedwith different women life cycle characteristics, career women sports and leisureconsumption time, the consumer space, the level of consumption and consumertendency surveys.The results show that:(1) sports and leisure consumption of time on workingdays and rest days showed large differences, conducted hours the majority choose inthe evening, sports and leisure consumption frequency no significant law;(2) sportand leisure consumer space to1km within for best distance, activities places to Parksquare and residential community mainly, reflected out "from public, from herd,from near" of features, on Government "opened up more Park leisure " of needs ofhigh;(3) the overall level of sports and leisure consumption, consumption structure inkind, a single consumer intention to lower sustainable consumption intention;(4)sports and leisure consumption tend to bodybuilding projects, the majority of womenchoose family as a leisure consumption companion, highlighting the characteristics ofthe focus on emotional communication needs. On the basis of the above study, six factors affecting career women in Quanzhousports and leisure consumer behavior (leisure awareness, leisure time, economicconditions, government policies, facilities and media campaigns), and from thegovernment level, through a comprehensive analysis that level and individual level tostart to explore the promotion of career women sports and leisure strategy ofconsumer behavior, provide a useful reference for the development of sports andleisure industry in Quanzhou.