Research On The Influencing Factors Of 18-30 Years Old Women’s Sports Fitness Products Consumption Intentions Under The Epidemic

At the beginning of 2020,the new crown pneumonia epidemic spread across the motherland,sweeping the world.In the context of national traffic control and home-based anti-epidemic,fitness has become one of the most effective ways for people to enhance their immunity and maintain their physical and mental health.The concept and awareness of sports and fitness are deeply rooted in the hearts of the people,and the consumer demand for sports and fitness products is also increasing.At the same time,in recent years,with the improvement of the economic level,women have become more financially independent,pamper themselves more,and pay more attention to self-construction such as body management.Statistics show that the number of females aged 20-60 in my country exceeds 400 million,and the female consumer market exceeds 10 trillion yuan.Women’s consumption has shown increasing consumption power,continuous optimization of the consumption structure,huge consumption potential and diversified consumption characteristics.Based on this,this article uses literature review method,interview method,questionnaire survey method,logical analysis method,and mathematical statistics method to study the factors influencing the consumption willingness of 18-30 years old female sports fitness products in Shanghai and Harbin under the epidemic situation.Based on the theory of planned behavior(TPB theory)and risk perception theory,this paper combines the subjective norms,perceived behavior control,behavior attitude,and purchase intention in the consumption willingness scale to design a consumption willingness scale;combined with risk perception theory to design epidemic awareness Attitude scale.And put forward the research hypothesis: H1: Consumers of different ages,current residence,education,income,and consumption amount have significant differences in the perception of the epidemic,attitudes to the epidemic,subjective norms,perceptual behavior control,behavioral attitudes,and purchase intentions;H2:To the epidemic There is a significant correlation between the perceived attitude of female consumers and the willingness of female consumers to consume sports and fitness products;H3: Perceived attitudes to the epidemic and female consumers ’perceptual behavior control,subjective norms,and behavioral attitudes of sports and fitness products are significantly positive Correlation;H4: There is a significant positive correlation between the perceptual behavior control,subjective norms,behavior attitudes and consumption intentions of female consumers’ sports fitness products;H5:Perceptual behavior control,subjective norms,behavior attitudes,which can be used to influence the perception of the epidemic Part of the mediation of attitude and willingness to consume.This paper has distributed 400 questionnaires in total,and used SPSS21.0statistical software to analyze relevant survey data to verify some hypotheses and draw the following conclusions: female consumers have different ages,monthly incomes,and consumption amounts,and their subjective norms and perceptual behavior control There will also be significant differences in behavior,attitudes and purchase intentions;(2)Female consumers’ residences will produce different epidemic perceptions and attitudes,and the residence of female consumers will significantly affect their willingness to consume sports and fitness products;(3)Female consumers’ education level will not affect their willingness to consume;(4)There is a significant positive correlation between female consumers’ perceptual behavior control,subjective norms,behavior attitudes,and willingness to consume.Perceived behavior control,subjective norms,and behavior attitudes can be used as part of the intermediary that affects the epidemic’s perception attitude and consumer willingness.Finally,the research combines the research conclusions,from the perspective of the sports fitness product company,and proposes suggestions for the future development of sports fitness products:(1)Keep abreast of consumers’ perceptions of the epidemic situation,and cultivate sports product consumption willingness and behavior habits;(2)Control consumption(3)Understand the behavior and attitudes,subjective norms and perceptual behavior control of female consumers to further stimulate the consumption potential of female sports and fitness products;(4)Actively tap the dividends of technological development during the epidemic,Use digital advantages to expand consumption opportunities;(5)Under the epidemic situation,based on consumers’ concerns about the epidemic situation and their health,actively tap and use technological development dividends to achieve growth in consumer demand.