Research On Influencing Factors Of Sports Consumption Of Physical Education Students In Kunming Universities Based On ISM Model

With the rapid development of economy in today’s era,people’s consumption concept is constantly changing,and the consumption field is also expanding.Sports consumption is an important part of the consumption field.Due to the particularity of their majors,sports consumption is an inevitable consumption in their daily life.Through the research and analysis of the influencing factors of sports consumption of college students majoring in Physical Education in Kunming,this paper puts forward targeted suggestions for the improvement of sports consumption level of college students majoring in Physical Education in Kunming.Taking the students majoring in Physical Education in Colleges and universities in Kunming as the research object,this study investigates and analyzes the current situation of sports consumption of students majoring in Physical Education in Colleges and universities in Kunming through the methods of literature,questionnaire,Delphi,mathematical statistics and explanatory structure model,and constructs the index system of influencing factors of sports consumption of students majoring in Physical Education in Colleges and universities in Kunming,According to the construction results of the index system,an ISM model of the influencing factors of sports consumption of college students majoring in Physical Education in Kunming is established.The following conclusions are drawn from the research and analysis:1.The economic source of students majoring in Physical Education in Colleges and universities in Kunming is mainly provided by their parents,and their consumption concept is relatively positive.The average monthly amount of sports consumption is mainly 101-200 yuan / month.There are obvious differences in the amount and content of sports consumption among students of different genders,places of origin and grades.The consumption structure of college students majoring in Physical Education in Kunming is mainly composed of physical type,participation type and viewing type.Among them,physical type sports consumption is an essential item for college students majoring in Physical Education in Kunming.The proportion of participation type sports consumption is relatively high,and the proportion of viewing type sports consumption is relatively low.Different consumption types have different consumption modes or ways,and the specific proportion of these modes or ways in each consumption type is also significantly different.2.According to the current situation of sports consumption of sports majors in Colleges and universities in Kunming,this paper identifies the initial influencing factors of sports consumption,and constructs the image factor index system of sports consumption of sports majors in Colleges and universities in Kunming after two rounds of expert questionnaire survey by Delphi method.The system is generally divided into two levels.The first level indicators are composed of three indicators,namely "personal factors","environmental factors" and "behavioral factors";The secondary indicators are composed of nine indicators,namely "demographic variables,consumption motivation,affordability,personal leisure time,consumption environment,consumption goods,consumption experience,publicity effect and sports participation".3.According to the construction of the index system,the ISM model of the influencing factors of sports consumption of college students majoring in Physical Education in Kunming is established.The model results show that the hierarchical relationship of the nine factors affecting sports consumption of college students in Kunming is divided into three layers.Among them,the third layer includes demographic variables,affordability,personal leisure time and publicity effect.It is located at the bottom of the model and is the most fundamental factor affecting the sports consumption of college sports students in Kunming;The second layer includes consumption motivation and sports participation,which is located in the middle of the model and is the secondary factor affecting the sports consumption of college sports majors in Kunming;The first layer includes consumption environment,consumption goods and consumption experience.Located at the top of the model,it is the upper factor affecting the sports consumption of college students in Kunming.4.According to the results of ISM model construction,miamac method is used to analyze the driving force and dependence among influencing factors,which are divided into four quadrants according to the correlation of influencing factors.Among them,the first quadrant（autonomous cluster）is sports participation;In the second quadrant（independent cluster）are demographic variables,affordability,personal leisure time and publicity effect;Located in the fourth quadrant（dependency cluster）are consumption motivation,consumption environment,consumption goods and consumption experience.