| With the rapid development of mobile Internet and e-commerce,online shopping is gradually becoming the most important means of consumption,occupying a very large consumer market.Following the development needs of the times,in the general environment of online consumption,urban residents,as the "main force" of online sports consumption,will have a direct impact on the development of online sports consumption.Based on the theory of planned behavior and perception,this paper constructs a model applicable to this study and takes Jinan city as an example to explore the factors affecting urban residents’ online sports consumption.This paper adopts literature method,questionnaire method and mathematical and statistical method to design the questionnaire of this paper by combing the relevant literature of scholars.600 questionnaires were distributed to urban residents in Jinan City,and 561 valid questionnaires were returned after excluding invalid questionnaires.SPSS22.0 was used to analyze the data collected from the questionnaires.It was found that(1)urban residents in Jinan generally think that physical exercise is important,have a positive attitude toward physical exercise,and consider physical exercise as part of their daily life.(2)The psychology and reasons for online sports consumption by urban residents in Jinan are diversified,mainly based on the pursuit of practical use and individuality.(3)Among the many reasons that influence urban residents in Jinan to choose online sports consumption,the majority of urban residents choose the reasons of ease of operation and cheap price,which they consider as the most prominent advantages of online sports consumption compared with offline consumption.(4)The main channels for urban residents in Jinan to obtain information on online sports consumption are online video advertisements and recommendations from relatives and friends.(5)Most urban residents in Jinan city spend RMB 1001-1500 per month on online sports,and the overall online sports consumption is medium level.(6)Urban residents in Jinan mainly consume online sports through online platforms such as Takeo and Taobao,and the content of online sports consumption is mainly sports apparel and shoes and hats.(7)The overall satisfaction level of online sports consumption of urban residents in Jinan is high,but there are also unsatisfactory aspects,and poor logistics and poor service attitude are the main reasons for consumers’ dissatisfaction.Regression analysis was used to analyze the factors influencing the online sports consumption behavior of urban residents in Jinan,and the results showed that(1)perceived value,perceived behavioral control,subjective norms,and behavioral attitudes significantly and positively influence online sports consumption intention,with perceived value having the greatest influence on online sports consumption intention and perceived risk significantly and negatively influencing online sports consumption intention.(2)Online sports consumption intention significantly and positively influences online sports consumption behavior.(3)Online sports consumption intention plays a mediating role in the influence of online sports consumption perceived value,perceived risk,subjective norm,behavioral attitude,and perceived behavioral control on online sports consumption behavior.Through investigation and research,this paper makes the following suggestions from the government,enterprises and consumers: the government should improve the policy of online sports consumption,build a consumer rights and interests protection system,and strengthen the statistical analysis of online sports consumption data;enterprises should strengthen the publicity channels and efforts of online sports consumption,form a sales model of offline experience + online consumption,and improve the satisfaction of online sports consumers;consumers should improve their awareness of participating in sports exercise,establish a correct view of sports consumption,actively participate in sports activity organizations,actively learn the general knowledge of online sports consumption,and enhance their confidence in consumption. |
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