Background Of New Media Spread On Sports Consumption Behavior Of Wuhan Citizens

With the increase of globalization,information is constantly upgraded.A series of new media,such as the Internet and mobile phone,has emerged as a kind of new media,which is favored by the public.And it has a certain effect on our life and economic development.At the same time,people's way of thinking,life and payment have changed greatly.The change of digital informationization and the new communication technology have also exerted a great influence on the development of sports in China.There are lots of sports social media which can change the business model and marketing channel of the enterprise through the transformation of the field of communication.Enterprises have begun to focus on it and actually use new media to promote their client platforms,and their products and marketing also have achieved good results.For sports consumer,mobile phones and the Internet has become one of the most important channels to get product,the explosive development of the Internet technology increase access to information efficiency greatly,it also has a direct impact on people's consumption behavior.People can get the latest sports information and live viewing experience at anytime and anywhere by mobile phone,PAD and other mobile clients.Therefore,when people are reading the articles,watching the games,and interacting with them live,not only the way of obtaining enriches the way of entertainment,but also brings convenience to people.The influence of consumers on the background of new media communication also brings about the change of the form of product advertisement and the decision of consumer behavior.On the other hand,the rapid development of information technology not only changes the way people receive information,but also promotes the formation and development of new media.Comprehensive coverage in the spread of the new media has brought new marketing model and the transformation of the new marketing concept,also in sports consumption activities on people's consumption and purchase decisions bring significant changes.In recent years in our country also has a lot of scholars have begun to pay attention to the new media in the aspect of sports consumption of people produced by the change of consumer behavior,but in the existing in academia,and there is still a lack of new media,the sports consumption crowd systematic empirical research on consumer behavior.Based on the above situation,this takes the sports consumption behavior as the research target,and explains the consumption upgrade with the case of the Chinese super league.And the experience of new media in Wuhan citizens of sports social value and purchase risk as intermediate variable,combining six major influence factors sports social new media interactive,convenience,incremental,dependency,interoperability and security to build a hypothesis model,and based on the qualitative in-depth interview mode and quantitative data analysis,this paper constructs a model of influencing factors of consumer behavior in Wuhan,and puts forward seven hypotheses.Research results show that the Wuhan citizens sports consumers for the incremental of sports social new media and interactivity,more and more recognition and the greater the perception that consumers for sports social new media,it will get the higher the perceived value of goods,and purchase intention and purchase behavior is more and more intense.Meanwhile,consumers of sports social dependence of the new media is higher,for interoperability,more and more understanding,for the higher safety credibility,purchase risk is more and more low,so will lead to more and more people purchase intention and purchase behavior.At the end of this paper,some suggestions and countermeasures of companies and consumer are put forward according to the research conclusion.