Research On The Consumption Behavior Of Internet Plus "Sports And Leisure" In Guangzhou City

In the premise of national support for the sports industry and internet industry,under the background of the development of sports industry in Guangzhou city residents Internet plus "sports fitness and leisure consumption behavior,research on Guangzhou city residents Internet plus “sports and leisure” consumption behavior,explore the influence factors,find countermeasures,has important significance on how to maintain and enhance Guangzhou city residents Internet plus “sports and leisure” consumption level,promote economic growth.Internet plus “sports and leisure” consumption behavior of residents is based on the understanding of “sports and leisure” activities,according to their own needs and conditions,to find or buy or use “sports and leisure” related goods and services on the internet.Using the method of literature review,interview,questionnaire and mathematical statistics method to study the Internet plus "sports and leisure” consumption behavior of Guangzhou city residents.The conclusion is:(1)Internet plus “sports and leisure” consumption behavior of Guangzhou City residents is clear and refine: consumer basic situation,consumer demand,consumption time,consumption style,consumption level,consumption influencing factor,consumption information sources,consumption satisfaction.(2)Consumption behavior of Internet Plus “sports and leisure” can be divided into 4 categories:Watching,Studying,Participating and Buying.The overall consumption side is narrow,and the consumption preference is strong.Watching consumer is the most and the Buying consumer is the less.Watching is the most extensive publicity,with high popularity,Guangzhou residents exposed more,popups,awards introduced,interactive increase,so that Guangzhou residents watch the live broadcast consumption increased.(3)The price and the frequency of Guangzhou city residents is not high,consumer products are single and lack of variety and entertainment.Less attracting products,lack understanding of Internet plus “sports and leisure” consumption,marketing publicity is not enough,coupled with the residents of the inherent physical fitness,leisure consumption habits,leading to consumer prices,frequency is not high.Consumption patterns are dominated by computer consumption for now,but the prospects for mobile phone consumption are bright.Computer consumption online courses,learning,live broadcast,higher clarity,more ornamental,more comfortable.But the mobile phone function updates,using time increase and other factors,leading mobile phone.consumption increase.(4)The main way for getting information is Internet for Internet plus “sports and leisure” of Guangzhou city residents.Impulsive consumption is more than others,the proportion of Realistic consumption is higher than others,personalized commodity consumption has a better prospect,and the overall consumption satisfaction needs to be improved.Prospect:(1)Further research should expand the sample size.(2)Internet plus sports leisure is still in the initial stage,the results of the survey have limitations.(3)The research of Internet plus sports leisure consumption behavior is relatively few,lack of reference literature,the research depth needs to be strengthened.