Research On Current Situation And Restricting Factors Of Sports Consumption Of Youth In Internet Enterprises In Hangzhou

With the continuous advancement of Hangzhou's strategy of building a smart city,the digital urban governance level leads the country.The trend of young Internet talents in Hangzhou is becoming more and more obvious.Talents under 30 years old account for 56%,ranking first in China.Although employees in the Internet industry have higher income,their physical and mental conditions are not optimistic in the face of high work pressure.The physical condition of sub-health is becoming increasingly prominent.In addition,the sudden death of employees in the Internet industry recently requires enough attention to the health problems of this group of people.In recent years,China has also promulgated a lot of relevant policy documents on promoting the development of sports industry,and sports,as the best means to improve physical sub-health and improve physical quality,has gradually been favored by more and more people.This paper takes the young people of Internet enterprises in Hangzhou as the objects of investigation,mainly using the questionnaire survey method.The questionnaire data were used to make a descriptive analysis of the sports habits of the respondents.SPSS21.0 was used to conduct data statistics and analysis on the current situation of sports consumption.The limiting factors of sports consumption were studied based on Howard-Sheth model,and the limiting factors of sports consumption were analyzed from three dimensions of physical,participation and viewing.This study compared the current situation and limiting factors of sports consumption in different samples of gender,age,education,marital status,income level,position,working hours and health status.The aim is to create a better sports environment for Hangzhou residents,and provide a theoretical basis for the future development of sports industry in Hangzhou.The main research results are as follows:(1)Young people of Internet enterprises in Hangzhou mainly watch sports programs and sports competitions online.Their main place of exercise is at home,and the physical exercise is running and walking.(2)Youth of Internet enterprises in Hangzhou have a low frequency of physical exercise,and the duration of each exercise is short.Poor physical health,with only12.5% of the population describing themselves as in good health.(3)By comparing the characteristics of different consumers of young people in Internet enterprises in Hangzhou,it is found that there is no significant difference in sports consumption level between gender,age,educational background,marital status and post.The income level has significant difference in the participation type,the viewing type and the total sports consumption.Working hours have a significant impact on the total sports consumption,the longer the working hours,the more overtime,the less sports consumption.(4)By comparing the consumption structure of different consumption items,it is found that the youth sports consumption structure of Internet enterprises in Hangzhou is still dominated by physical consumption.The main physical sports consumption expenditure is used to buy sports clothes,shoes,hats,bags and so on.Most of them buy physical sports equipment to do physical exercise at home.But their participation type,watch type sports consumption amount proportion is low.(5)The youth of Internet enterprises in Hangzhou value the quality of goods most in physical sports consumption.Leisure time is the most limiting factor in sports consumption of participation type and spectator type.(6)The youth of Internet enterprises in Hangzhou have different gender,age,education level,monthly income,post and working hours,which show different significant differences in different dimensions of sports consumption restriction factors.In view of the above situation,this paper puts forward the following suggestions:(1)The government should strictly control and strengthen the control of relevant supervisory departments.(2)The enterprise should follow the labor law,reasonable division of labor,reduce overtime phenomenon.(3)Enterprises should take incentive measures to let employees participate in sports activities.(4)The government and enterprises work together to improve the sports service industry.(5)Relevant enterprises will further optimize the sports industry,refine the crowd and improve the effective supply.