Research On The Characteristics And Influencing Factors Of Sports Consumption Of "small Town Youth" In Yibin City Under The Background Of Consumption Upgrading

In recent years,the rapid rise of Internet consumer and entertainment platforms such as Pinduoduo,Kuaishou,Douyin,etc.,and the strong spending power of “town youth” groups in movies,short videos,and the Internet has made the consumer market hold them High expectations.Judging from the economic storms of the "town youth" in the Internet industry,the consumption power and consumption level of the "town youth" group deserve our attention in the sports field.With the rapid development of society and economy,and the upgrading and upgrading of the consumption structure,the "small town youths" have been experiencing a huge consumer market urgently from the basic material needs of living to the gradual pursuit of self-development.General Secretary Xi proposed supply-side structural reforms,emphasizing that we must emphasize both social supply and the actual needs of people.Then,in the context of social consumption upgrading and upgrading,what is the sports demand of "small town youths" and what is the demand for sports consumption? It is worth our in-depth study.Therefore,from the background of consumption upgrading,this article discusses the characteristics of sports consumption of "small town youths" in Yibin and analyzes the factors that affect the sports consumption behavior of "small town youths" in Yibin.The research on sports consumption of "town youth" belongs to a relatively new research direction.Before the writing of this article,no experts or scholars have introduced "town youth" into related research in the field of sports,and a complete theoretical system has not yet been formed.In the context of consumption upgrade,this article pioneers the introduction of the growing consumer group of "town youth" into the field of sports for academic research,using the literature method,questionnaire survey method,statistical analysis method,field survey method,interviews Law and other research methods have studied the sports consumption characteristics and influencing factors of "small town youths" in Yibin,discussed the status and characteristics of sports consumption of "small town youths" in Yibin,and analyzed the sports consumption of "small town youths" in Yibin Influencing factors of behavior,and put forward suggestions to promote sports consumption of "town youth" in Yibin.The research ideas of this paper are: first,to organize the collection of literature on sports consumption through the Internet and the school library,to roughly understand the current status of research in the field of sports consumption in China;second,based on the previous literature review and the research direction of this article,based on the 2007 General Administration of Sports of China The relevant data and indicators of the survey report on the status of physical exercise of urban and rural residents participating in the survey and the report on the survey of the status of comprehensive fitness activities in 2014 compiled the questionnaire for sports consumption research of the “town youth”,and the questionnaire was distributed and collected at the same time as the field survey;The statistical analysis method processed the questionnaire data,discussed and analyzed the current situation of sports consumption and its influencing factors in Yibin's "town youth";Fourth,through the current situation characteristics,existing problems and Influencing factors,put forward suggestions to promote the sports consumption of "town youth" in Yibin City.This article is divided into 4 levels with a total of 6 chapters.The first layer(chapters 1 and 2)is the background,research basis,ideas,and basic theories of this article.It mainly involves the core concepts of the research,literature review,research methods,and the current consumption situation of "town youth".The second layer(Chapters 3 and 4)is a study on the current situation of sports consumption of "town youth" in Yibin.The questionnaire discusses the sports consumption of "town youth" by gender,age,education,occupation,and income.Characteristics,and analyze the main influencing factors that affect the sports consumption behavior of "town youth" in Yibin.The third layer(Chapter 5)is based on the previous discussion and analysis of the characteristics and influencing factors of sports consumption of "small town youths" in Yibin City,and puts forward suggestions to promote sports consumption of "small town youths" in Yibin city.The fourth layer(Chapter 6)is the research deficiencies and prospects.It explains the problems and deficiencies encountered during the writing of this article,and makes an outlook for the future sports research of the "town youth" group.Based on the full text research,the following conclusions are drawn:(1)The study found that “small town youths” in Yibin have sufficient leisure time and good economic conditions to consume sports products or services.However,due to consumption ideas and atmosphere,“small town youths” in Yibin city participate in sports activities and sports.The consumption situation is not optimistic.The study found that there are certain differences in sports consumer products or services among “town youths” of different genders,ages,education,occupations,andincome.Sports consumption is mainly concentrated in low-and middle-income groups,and high-income “town youths” "Comparison of sports consumption.Their consumption of sports products or services is mainly based on physical sports consumption such as sports shoes and hats.Participatory and ornamental sports consumption needs to be optimized and improved.According to the consumption level and consumption structure of Yibin 's “town youth”,it is concluded that there are three negative problems in Yibin 's “town youth” sports consumption: First,the amount of physical exercise time is relatively small during leisure time,and lack of sports consumption Opportunities;the second is that "small town youth" sports consumption has not yet been effectively explored and utilized;the third is that the sports consumption structure is unbalanced and has significant differences.(2)Using exploratory factor analysis to analyze the sports consumption data of "small town youths" in Yibin City,extracting three main factors affecting personal consumption of "small town youths" in Yibin City,including personal factors,product factors,and social environmental factors,and Analyze the three main influencing factors of individuals,products,and social environment and find that: First,the factors such as personal economic income and sports consumption awareness in the personal factors have a relatively deeper impact on the sports consumption behavior of "small town youths" in Yibin;Second,the convenience and quality of sports products or services in the product factor greatly affect the consumer product choices of "town youth" sports consumers;third,the consumption concept and herd sports consumption in the social environment factor The environment has a greater impact on the sports consumption behavior of the "town youth" in Yibin.(3)This study puts forward suggestions for promoting sports consumption in“small town youths” in Yibin: First,give full play to government functions,stimulate the sports consumption market and enrich sports by optimizing the sports consumption system,improving the public service system,and expanding investment and financing channels.Market resources,support the development of small and medium-sized sports enterprises,and help Yibin 's “town youth” sports consumption;Second,through the introduction and training of sports talents,and improve the convenience of sports consumer products and services,etc.,to improve the sports consumption service level in Yibin and promote The development of the sports consumer market;the third is to promote the transformation of sports consumer products or services throughmeasures such as adjusting the consumption structure,innovating sports service products,and improving the consumer experience of sports consumers;the fourth is to attach importance to sports promotion and use the mass media and sports activities The combination of online and offline methods creates a sports atmosphere and cultivates the concept of sports consumption.