Research On The Consumption Behavior And Influencing Factors Of Ice And Snow Sports Of College Students In The Capital

With the smooth convening of the 2022 Beijing Winter Olympics and Paralympics,ice and snow sports have become a hot sport in Beijing.The ice and snow sports industry has developed rapidly,and the consumption of ice and snow sports has also grown rapidly with the popularity of sports.As a special group,college students have very active thoughts and are easy to accept new things.At the same time,they are important participants in China’s economic market consumption and have a significant weight.This study aims to promote the healthy growth of China’s economy,promote college students’ participation in ice and snow sports,better integrate ice and snow sports into universities,improve the structure of ice and snow sports courses in universities,and provide certain reference for the development of related industries in China.This paper studies the current situation of ice and snow sports consumption among some college students in the capital city,analyzes its internal influencing factors,and aims to grasp the demand for ice and snow sports consumption in the new situation,assist the country in formulating policies related to ice and snow sports consumption,provide relevant opinions for the development of ice and snow sports related industries,cultivate college students’ awareness of participating in ice and snow sports,guide them to establish a healthy consumption concept,and provide opinions for relevant marketers,Developing marketing strategies to help the healthy operation of the sports market and add impetus to the high-speed and high-quality operation of China’s economy is of great significance.In the early stage of this study,literature review and logical analysis were used to analyze and organize relevant literature,laying a theoretical foundation for the writing of this paper;During the research process,a questionnaire survey method was used,and the questionnaire was distributed through the Questionnaire Star platform.Six universities in the capital were surveyed,and 500 questionnaires were distributed and collected.After excluding invalid questionnaires,465 valid questionnaires were obtained,with a questionnaire recovery rate of 93%;In the later stage,mathematical statistics was used to sort out the experimental data,and an experimental model was designed with the help of Howard Shays theory to put forward research hypotheses.With product quality,product price,advertising,atmosphere,ice and snow culture,time pressure,and economic factors as independent variables,internal factors as intermediary variables,reaction factors as dependent variables,and their own factors as control variables,SPSS 26.0 software and Wen Zhonglin three-step method were used to make descriptive Analysis of differences,correlations,and structural equation models.It has been found that some university students in the capital have the following characteristics in participating in ice and snow sports and sports consumption:(1)Some university students in the capital have a high level of love for ice and snow sports(2)Some university students in the capital participate in ice and snow sports less frequently(3)Some university students in the capital participate in ice and snow sports with limited content(4)Low consumption of ice and snow sports among some university students in the capital city(5)The physical consumption,ornamental consumption,and participatory consumption of some university students in the capital are basically the same(6)Stimulating factors will have a positive impact on the consumption behavior of ice and snow sports among some university students in the capital city(7)External factors will have a positive impact on the consumption behavior of ice and snow sports among some university students in the capital city(8)Consumption motivation will have a positive impact on the consumption behavior of ice and snow sports among some university students in the capital city(9)Consumer motivation plays a mediating role between influencing factors and consumer behaviorIn order to enhance the enthusiasm of college students to participate in ice and snow sports,promote ice and snow sports consumption,and drive the development of related industries,this study combines the conclusions with the research experience of previous scholars,and proposes the following targeted suggestions:(1)Provide regular discounts for college students to participate in ice and snow sports,and promote their participation in ice and snow sports.(2)Establish ice and snow sports clubs on campus to help college students cultivate their interest and skills in sports(3)After the end of epidemic prevention and control,actively guide college students to participate in ice and snow sports,and drive the consumption of ice and snow sports.(4)Create a campus ice and snow culture and create a rich ice and snow atmosphere.(5)Integrate information channels,increase advertising promotion,and create an integrated service website for ice and snow sports and consumption.