Research On The Influencing Factors Of Network Sports Information Dissemination On Sports Consumption Behavior Of Jinan University Students

The rapid development of Internet technology speeds up the spread of online sports information,and more and more sports information is quickly spread to the public through the network.From the perspective of "planned behavior theory",this study explores the influence of network sports information dissemination on jinan college students’ sports consumption behavior,in order to deeply grasp the rules of college students’ sports consumption,promote the development of Jinan’s sports consumption market,and thus provide theoretical reference for the development of China’s sports cause.A total of 861 college students（excluding sports students）from six colleges and universities in Jinan city were surveyed.The main use of literature,questionnaire,mathematical statistics,expert interview method.In terms of data,contact sports information network for college students present situation and the current situation of sports consumption behavior descriptive statistics,using the factor analysis of sports information dissemination in network each factor screening,through correlation analysis and regression analysis of sports information network dissemination and the relationship between sports consumption behavior,sports information network dissemination study of the influence of the sports consumption behavior.The findings are as follows :（1）sports information contact types and motivations are diverse,mainly for leisure and entertainment,with short contact time and low contact frequency,and the contact time and frequency need to be improved.（2）The monthly sports consumption amount of college students is relatively small,and the level of sports consumption is relatively low.When confronted with problems such as unsatisfactory product quality,only a few students choose to respond to relevant regulatory authorities to safeguard their consumer rights and interests,and their awareness of rights protection needs to be improved.（3）The theory of planned behavior can well predict the impact of online sports information dissemination on sports consumption behavior.After reliability and validity test,factor analysis,correlation analysis and regression analysis,hypothesis H1,H2,H3,H4,H5 and H6 have been verified.（4）The four dimensions of the theory of planned behavior are scene choice attitude,approach choice attitude,contact norms and information perceived risk.The dimension of scene choice attitude has the greatest influence on sports consumption behavior.The dimension of attitude of scene choice,approach choice and contact norm has positive influence on sports consumption behavior,while the dimension of information perception risk has negative influence on sports consumption behavior.Suggestions:（1）add network infrastructure construction,strengthen information review guide take part in physical exercise（2）,and optimize the sports product price information（3）improve the resolving power,prevent to compare（4）improve sports consumption structure,consumer rights awareness（5）focus on rich route of transmission,reduce information risk degree...