Research On Characteristics Of Soccer Trading Card Collectors

China's industry of sports trading cards with strong market potential has entered a new period in terms of the number of participants,development scale and product effect,which has become an important part of sports industry.By using literature,questionnaire survey and mathematical statistics,this paper collates and summarizes the development history,industry profile and academic research of sports trading cards.Under the guidance of collecting behavior theory and planned behavior theory,this paper studies the characteristics of soccer tradings cards collectors in China,including three aspects: first,the personal basic characteristics of collectors;second,collectors' collecting behavior and their differences;third,the factors that affect collecting behavior.The theory of collecting behavior is based on the theory that collecting is a behavior process with eight processes summarized by Mc Intosh and Schmeichel.With reference to Chong,the collecting behavior is divided into three stages: pre-collecting behavior,mid-collecting behavior and post-collecting behavior.The soccer trading cards collecting behavior scale was made according to Collectable Premium Collecting Behavior Scale made by Huang and Baseball Cards Collecting Behavior Scale made by Lyu.The theory of planned behavior is based on the theory proposed by Ajzen that human behavior is the result of careful consideration and planning.Attitude,subjective norms and perceived behavioral control are the three dimensions that affect behavior.According to the recommendations of the Ajzen proposed planning behavior theory scale,a planned behavior scale is made,which includes instrumental attitude,emotional attitude,the influence of " significant others",self-efficacy and controllability of behavior.The conclusions of this study are as follows: First,the collectors of soccer trading cards in China are mainly male,young,highly educated,mainly through the unpacking box or pack,transactions with others,online bidding,"Break" sales and other ways to collect.Second,collectors show strong enthusiasm and initiative,will spontaneously collect relevant information,establish close ties with other collectors,properly manage their own collectives,and produce a sense of excitement and achievement in the process of collecting.Collectors show a str ong controllability of behavior with time cost,personal income and other external factors affecting their collecting behavior.Third,the controllability of collectors' behavior is moderately correlated to pre-collecting behavior and mid-collecting behavior,and has a significant positive impact on the whole collecting behavior process.Instrumental attitude and emotional attitude play a secondary role.Collectors who have a enthusiastic attitude and strong behavior controllability will show more active collecting behavior.At the same time,income and the years of education are important factors that affecting collectors' expenditure on sports trading cards,which have a positive relationship.Fourth,there are significant differences in pre-collecting behavior and mid-collecting behavior between the "25-30" age group and the "19-24" age group,and the latter is more active.This study suggests that: First,collectors of sports trading cards should launch their own collecting plans from multiple ways,and actively exchange information and experience with other collectors.Second,domestic sports trading card issuers should optimize the production process,improve the design concept and product quality,and then stimulate the consuming behavior of collectors from a long-term point of view.Third,more cultural ideas need to be integrated with domestic sports trading cards.Fourth,domestic card issuers,distributors at all levels,relevant organizations and practitioners should,from the perspective of collectors,care and maintain active collectors,and excavate and cultivate potential collectors.