Research On The Behavioral Intention Of Consumers For Children’s Badminton Training In Xuzhou City From The Perspective Of The Planned Behavior Theory

People’s living standards have improved with the social development and economic progress,thus their consumption attitudes have changed.The space for the development of the children badminton training market is increasingly broad.In order to speed up the prosperous and development of the children badminton training industry of our country,the first task is to understand wishes and behaviors of consumers deeply during their consumption decision making.Our research explored the factors which influence children’s badminton training consumer behavioral intention from the perspective of the theory of planned behavior(TPB).Through this research,we can broaden the application of TPB and widen our horizon of children’s badminton training consumer behavior.We strive to increase participation in children’s badminton training and provide feasible suggestions for the healthy and sustainable development of children’s badminton training industry.Our research constructed a theoretical model of consumer behavioral intention in children’s badminton training based on relevant literature and the theory of planned behavior.Based on the maturity scale at home and abroad,combined with the actual situation of children’s badminton training industry and consumer characteristics,a measurement scale is designed to generate a questionnaire of consumer behavioral intention for children’s badminton training.Questionnaire survey was conducted on parents of children aged 6-12 who participated in children badminton training and consumption in Xuzhou city.Our research processed correlative data through various methods including reliability and validity analysis,structural equation model analysis,descriptive statistical analysis,single factor analysis of variance and independent sample T test by SPSS23.0 and AMOS23.0.Through the empirical analysis,the following conclusions are drawn:(1)The behavioral attitude and perceived behavioral control of children’s badminton training consumers positively affect their behavioral intention to consume.(2)Consumers’ behavioral attitudes,subjective norms and perceived behavioral control in children’s badminton training have significant mutual influence.(3)The demographic characteristics of age,education background and monthly income have a moderating effect on children’s behavioral intention of badminton consumption.Based on these characteristics,we propose some suggestions to promote the healthy and stable development of the children’s badminton training industry from the perspectives of enterprises and governments respectively.For enterprises,publicity and popularization should be carried out at multiple levels and through multiple channels to guide consumers to establish a positive consumption behavior attitude of children badminton training;Strengthen the radiation influence of the parents who have participated in the consumption,and create a good subjective norm environment;Scientifically select venues,control training plans and exercise load to improve consumers’ perceived behavior control level.On the other hand,the government should pay more attentions to strengthening the supervision of children badminton training institutions and construct the consumer protection system.In addition,the government can optimize badminton training venues supply for children.