Influential Factors In Being Sport Prosumer In Sport University

Sports prosumer refers to the customers who are both consumers and producers in the field of sports.From a new perspective,the author cuts into the research of sports consumption and sports business model,introducing the students of Beijing Sports University into the research.The author thinks that the students of Beijing Sports University have certain representativeness,and have certain sports skills,leisure time and sports enthusiasm to become the prosumer in sports industry.In this paper,qualitative research and quantitative research methods are used.In the quantitative research,the author uses the questionnaire and mathematical analysis,and points out that the influencing factors that affect the students of Beijing Sport University to become the sports producers and consumers can be divided into motivated factors and restricting factors,among which motivated factors include brand preference,social needs,promotional activities,sports skills and company;restricting factors include time and cost.In the qualitative research,the author believes that the students at Beijing Sport University are likely to be sports prosumer.Secondly,combined with the influencing factors in the quantitative research,some students were interviewed to further verify the correctness of these influencing factors.Finally,through case study,interview with the staff of Sparta race,to understand that the students in Beijing Sport University being prosumers can have an impact on the value chain of enterprises,especially in the basic activities of the value chain,but at the same time,we need to pay attention to the insufficient impact of the prosumer of students in Beijing Sport University.The study found:(1)Students in Sport University become sports producers,which can bring potential benefits to enterprises,such as reducing labor costs,increasing publicity,improving event planning and stimulating event consumption.However,at the same time,we need to pay attention to the possible disadvantages of Beijing Sports University when it becomes a prosumer.(2)Students in Sport University are likely to be sport prosumer.(3)There are five dimensions in motivated factors,including brand attachment,social needs,sports skills,promotions and company.Sports skills is the most significant motivated factor,and social need is the second significant factor.(4)Constraints include time barriers and cost barriers.Among them,the time barrier is the most significant constraint,and the cost barrier cannot be ignored.(5)Factor ‘grade’ shows obvious difference in all dimensions;factor ‘gender’ has obvious difference in sports skills and promotion activities;factor ‘education background’ has difference in sports skills;factor ‘monthly disposable amount’ does not show obvious difference in any dimensions.