A Study On Subjective Well-being Of Urban Sports Consumers In Shandong Province

Since China entered the new era,driven by the continuous introduction of policies,the sports industry has developed strongly,and sports consumption has become a new growth point.For individuals,sports consumption plays an increasingly important role in people's happiness and quality of life.In this context,starting from the influencing factors of SWB,this paper discusses the relationship between sports consumption and SWB of urban sports consumers in Shandong Province.The subjective feelings of sports consumers before,during and after sports consumption can reflect their psychological needs to a certain extent.Sports consumers' subjective well-being in this paper,divided into the process before the sports consumption,sports consumption and sports consumption subjective well-being after three variables,USES the literature material law,questionnaire survey method,interview method,such as research methods,using ordered Probit regression model step-test sports consumption coefficient and significance of subjective well-being,the demographic variables as control variables,in sports consumption segmentation way to test the robustness of regression results,finally the analysis of the influence of sports consumption attitudes,subjective well-being level adjustment.The research conclusions are as follows:(1)There is a certain correlation between the demographic variables of urban sports consumers in Shandong Province and consumers' subjective well-being.To be specific,the age,gender,occupation,educational background of urban sports consumers in Shandong province have significant positive correlation with subjective well-being before,during and after sports consumption.There is no correlation between marital status and subjective well-being before consumption,but there is a significant negative correlation between marital status and subjective well-being during sports consumption and subjective well-being after sports consumption.Average monthly income has a significant negative correlation with the subjective well-being before sports consumption,a significant positive correlation with the process of sports consumption,and no significant correlation with the subjective well-being after sports consumption.(2)There is a correlation between sports consumption types and subjective well-being of urban sports consumers in Shandong Province.Specifically,there is a significant negative correlation between physical sports consumption,participatory sports consumption,service-oriented sports consumption and subjective well-being before sports consumption,while there is a significant positive correlation between ornamental sports consumption and subjective well-being before consumption.There is a significant positive correlation between physical sports consumption,participatory sports consumption,service sports consumption and viewing sports consumption and subjective well-being in the process of sports consumption and after sports consumption.There is a significant positive correlation between the three variables of subjective well-being before sports consumption,the process of sports consumption and after sports consumption.(3)Under the control of demographic variables such as gender and age,the sports consumption of urban sports consumers in Shandong Province has no significant impact on subjective well-being before consumption,but has a significant positive impact on both the process of sports consumption and the subjective well-being after sports consumption.Specifically,the city of shandong province sports consumer subjective well-being in the process of sports consumption increased significantly,after the sports consumption in their possession sports obviously improve the product or service satisfaction,subjective well-being level rise,and the rise in subjective well-being after sports consumption level is higher than higher subjective well-being level of sports consumption process.Sports consumption attitude plays a moderating role between sports consumption and subjective well-being.Based on the analysis of the test results and the actual development of China's current sports consumption,this paper puts forward corresponding countermeasures and suggestions: cultivate sports interest,develop sports habits;Improve the cognition of sports consumption and guide the sports consumption;Constructing a new model of experiential consumption and forming psychological expectations;Change the means of payment and increase consumption power;To improve the after-sales service mechanism and protect the interests of consumers,in order to provide referential support for sports marketers,enterprises and governments.