Study On The Influence Of Impulsive Consumption Inducers On Reparticipation Intention Of Skiing Participants

Beijing and Zhangjiakou successfully won the right to host the 24 th Winter Olympic Games,pushing the development of China’s ice and snow sports industry to a new climax.Opportunities also mean challenges.Promoting sustainable and high-quality development of the ice and snow industry is a huge challenge facing China.The continuous participation of skiing is the key to promote the sustainable development of ice and snow industry,and the re-participation willingness of consumers is the premise of continuous participation in skiing.This study based on the motion behavior at the double perspective on consumer behavior and consumption skiing again to participate and their internal influence mechanism research,aimed at understanding consumer psychological needs,targeted for induced impulsive consumption,stimulate consumer skiing again to participate,promote the continuous participation of consumers widely while skiing,provide power to promote the sustainable development of skiing.This research mainly USES the literature material method,depth interview method,questionnaire survey method,mathematical statistics research methods,using structural equation model as a research tool,based on the model of SOR and social exchange theory,to move consumption induced factors as independent variables,flow,risk perception as a intervening variable,skiing again to participate as a dependent variable,build the skiing again to participate the conceptual model,discusses the inducing factors and consumer impulsive consumption skiing again to participate,the influence of the relationship between flow and risk perception in the role of the impact of relationship.The main conclusions of this study are as follows :(1)personality trait,marketing stimulus and consumption situation all have significant positive effects on the re-participation intention of skiing.(2)In impulse consumption,personality trait,marketing stimulus and consumption situation all have significant positive effects on flow experience.(3)Personality trait,marketing stimulus and consumption situation all have a significant negative impact on risk perception in impulsive consumption.(4)Flow experience has a significant positive impact on the re-participation intention of skiing.(5)Risk perception has a significant negative impact on re-participation intention in skiing sports.(6)Flow experience played a mediating role in the relationship between personality trait elicitation,marketing stimulus elicitation,consumption situation elicitation and skiing re-participation intention.(7)Perceived risk played a mediating role in the relationship between personality trait induction,marketing incentive induction,consumption situation induction and re-participation intention of skiing sports.Based on the results of this study,this study proposed the following three ways to improve the re-participation intention of skiing sports :(1)Mining consumption value and shaping multiple impulse consumption inducement.(2)Improve flow experience and build a good skiing service brand.(3)Optimize the service system and build a harmonious skiing ecosystem.