Research On The Relationship Between Consumer Experience And Consumer Attitudes In Large Stadiums In Nanjing

With the deepening reform of China's economic development,sports industry will become a new growth point,and sports venues as an important carrier of the development of sports industry is particularly critical.At present,the homogenization of venue services is serious,and competition between venues is fierce,so venue services must be reformed.For a long time,operation of large sports venues has been focused.Its lack of competitiveness in the market because of high construction and maintenance cost.With the further increase of residents' disposable income and demand,people put forward higher requirements on venues service,and the key is to improve consumer experience.Pine,one of American economists,predict the future will be the era of experience economy,and this provided an opportunity for a large sports venues.In such an era,the price is no longer a key factor.Consumers pay more attention to the additional value added by products and services,that is consumption experience,which requires the integration of resources in large stadiums and focus on consumer experience.In this context,it is critical to explore how large sports venues enhance consumer experience and how consumer experience affects consumer purchasing decisions.Specifically,first of all,the paper will touch the consumption experience theory and consumption attitude theory with large sports venues,and set up a conceptual model and put forward the research hypothesis through the literature review.Then revised the Nanjing stadium questionnaire base on maturity scale,and do the survey in the six Nanjing's stadium.The next,we will discuss the relationship between consumption experience and consumption attitude,as well as the mediating role of cognitive attitude and affect attitude through SPSS21.0 and AMOS21.0 software.Finally,put forward some management suggestions to improve consumption experience based on the research conclusions.Empirical research finds that: 1)In terms of the demographic characteristics of consumers,consumers of different genders,ages,monthly incomes,and occupations have no significant differences in consumer experience and consumer attitudes;consumers of different education backgrounds have difference in consumer experience and consumer attitudes;Consumers of different working hours only have differences in consumer experience.2)The consumer consumption experience have an impact on customers' cognitive attitude,affect attitude and behavioral attitude,but the influence degree of each dimension of consumption experience is different.On theinfluence of cognitive attitude,feel experience is the highest,think experience is the lowest;On the influence of affect attitude,relation experience is the highest and the sense experience is the lowest;On the influence of behavior attitude,Action experience is the highest and feel experience is the lowest.3)Consumers' cognitive attitude and affect attitude have an impact on their behavioral attitude,and affect attitude have a greater impact than cognitive attitude.4)Cognitive attitude and affect attitude play a mediating role in the research model,and the mediating effect of affect attitude is greater than that of cognitive attitude.Finally,put forward some management suggestions to improve the consumption experience : 1)For the consumption experience: highlighting the theme,and adjusting the products to improve the sense experience;constructing sports history and culture corridor,and launching related lectures to improve think experience;Building the theme of the venue and creating an overall atmosphere to improve feel experience;Providing learning machines and training rooms to improve action experience.Focusing on interpersonal relationships and providing a place for communication to enhance relation experience.2)For the cognitive attitude: pay attention to feel experience and create a happy atmosphere by combining new media in the early stage of service.3)For the affect attitude: pay attention to relation experience first,provide leisure communication space and hold mass competitions in the middle in the later stages of the service provision.