The Construction And Application Of The Structural Model Of Chongqing's Urban And Rural Residents' Sports Consumption Willingness

With the improvement of people’s material living standards,great changes have taken place in residents’ consumption concepts,and the consumption structure has been constantly improved.Sports consumption belongs to a kind of hedonic consumption.It is one of the components of enriching the spiritual and cultural life of residents and satisfying the people’s needs for a better life.It has attracted more and more attention.Under the background of the dual structure of urban and rural areas in China,the development of sports between urban and rural areas shows different disparities in terms of human and material resources.How to narrow the gap between urban and rural sports development has become a major difficulty in promoting national fitness and improving national quality.In order to promote sports consumption behavior,it is crucial to understand the factors affecting sports consumption intention.Starting from the theory of consumption behavior and Technology Acceptance Model,fully considering the particularity of sports consumption and the individual characteristics of urban and rural residents,combining with the stimulating factors,subjective norms,perceived usefulness and perceived ease of use of sports consumption,this paper constructs a factor model affecting sports consumption intention,and designs a questionnaire on sports consumption intention by referring to the maturity scale.Choosing urban and rural residents in Chongqing as the research object,this paper uses empirical analysis method to explore the relationship between variables affecting sports consumption willingness.In the actual operation process,451 valid questionnaires were collected,including251 urban residents’ questionnaires and 200 rural residents’ questionnaires.AMOS 21.0was used to analyze the factors affecting the sports consumption intention of urban and rural residents.The empirical results show that the incentive factors of urban residents have a positive impact on perceived usefulness and perceived ease of use.Subjective norms have a positive impact on perceived usefulness,perceived usefulness,perceived ease of use and subjective norms have a positive impact on sports consumption intention;among the influencing factors of rural residents’ sports consumption intention,stimulation factors have no positive impact on perceived usefulness and perceived ease of use,while subjective norms have a positive impact on perceived usefulness.Perceived usefulness,perceived ease of use and subjective norms have a positive impact on sports consumption intention.Based on the results of empirical research,the following conclusions are drawn:the more attention residents attach to the value of sports consumption,the higher their willingness to consume sports;the more they can participate in sports consumption without any effort,the higher their willingness to consume sports;the more important people around residents recognize sports consumption,the higher their willingness to consume sports;and the external stimulus factors have no effect on the willingness to consume sports of urban residents and rural residents.Same.Then it puts forward some suggestions to stimulate sports consumption in urban and rural areas and narrow the gap between urban and rural sports consumption in order to provide reference for the development of sports consumption in urban and rural areas.