Research On The Influence Factors Of The Participation Behavior Of Cyclists In Guangdong Province

In 2014,the State Council issued document No.46,set the national fitness as a national strategic levels,and Subsequent policies also further supported the development of national fitness,such as canceling the approval of commercial and mass sports events,mass sports has gradually entered a new era.Riding as a healthy,green way of fitness has been pursued by the public,showing a rapid development of the state of affairs.As the cost of participating economy is gradually broken,the participating sports consumption market has been formed.However,in the process of rapid development,the homogenization of products and services has become more and more prominent,and the transformation cost of consumers has been reduced,which is easy to cause the loss of customers to the organizers of the activities.This paper studies the behavior of mass bicycle participation from the micro point of view of the participants,and establishes a model based on the theory of consumer behavior,and provides a certain reference for the development of popular bicycle movement.By combing the consumer behavior,the previous research on participating sports consumption,cycling and other related research.Then,through the deep interview and ground theory,the qualitative research is carried out to find the representative influencing factors of the participation of the mass bicycle,.Based on S-O-R model,a model of influencing factors of rider participation behavior is constructed,and corresponding hypotheses are put forward.Then through questionnaire design and data collection,using SPSS22.0 to carry on the correlation analysis and the stepwise regression analysis to the data and so on,draw the following conclusion:1.The ratio of male to female cyclists in Guangdong is about 5:1,and may be more popular with male groups.The age of participation was concentrated in the middle-aged and young people,the rider group was highly educated and most of the middle-high income level,and the rider group presented the phenomenon of high income and high education.2.Most of the participants are concentrated in less than fifteen times,basically maintaining an average monthly participation in the activities;on the activity consumption is in the basic stage,the main expenses for the registration fee.3.amusement,health and social goals remain the main goals of participants,and the social needs of riders are obvious and desire to find a sense of belonging;based on thedangers of outdoor sports,participants focus on security of the activity.4.Competition products,media institutions,social environment,individual cognition will have a significant positive impact on individual motivation,individual motivation and social environment have a strong causal relationship;Individual motivation has a significant positive influence on behavior response.Individual motivation is the main cause and maintenance of individual activity and purchase behavior.5.Personal factors(leisure time and personal financial resources)and natural environment(climate and air quality)as regulatory variables play a positive role in regulating individual participation behavior and individual motivation,among which the natural environment has a strong influence.