A Study On The Influence Path Of Different Types Of Sports Consumption Among Adult Women In Shanghai Against The Backdrop Of She-Conomy

With the change of social concepts and the development of social economy,women’s social status,consumption concept and economic independence begin to change.In recent years,with their huge consumption volume and advanced consumption concepts,"she economy" has become the main force in many consumer fields.For the sports economy,which is still in the development period,"how to grasp the huge consumer group" has become an important proposition for its high-quality and high-speed development.Therefore,this study proposes that it is necessary to grasp the consumption behavior of female sports consumers from the root cause,investigate and analyze the factors that women may be affected by sports consumption,so as to construct the influence path of adult female sports consumption,which has important reference significance for promoting female sports consumption,improving the structure of female sports consumption,and promoting the development of sports economy.In this study,adult women from Shanghai which is a first-tier city with rapid development in the field of sports economy,are selected as the survey group.Firstly,through the literature review,the model theory,existing sports consumption research and female sports consumption research are studied and analyzed,and it is found that previous studies tend to classify consumption according to consumption substance rather than consumer psychology,on the other hand,the current domestic research on the influencing factors of sports consumption and sports consumption of specific groups rarely includes the important factor of "sports participation".Based on the findings above,this study proposes to divide sports consumption into functional sports consumption and hedonic sports consumption,and uses "sports participation" as the moderating variable to construct the influence path of adult women’s sports consumption in Shanghai.Then,based on the Howard-Sheth model,a research model consisting of social stimulus,symbolic stimulation,product stimulation,extrinsic factors,sports participation,sports consumption willingness and functional/hedonic sports consumption was constructed,and questionnaires were designed to measure relevant variables and hypotheses were proposed.By analyzing the data with statistical tools and testing the hypotheses,the influence paths of different types of sports consumption of adult women in Shanghai were finally established,and the moderating role of sports participation in it was explored.It is finally found that,as far as adult female in Shanghai is concerned,social stimulation and symbolic stimulation have a significant positive impact on sports consumption intention,and sports consumption willingness has a significant positive impact on functional sports consumption and hedonic sports consumption,but product stimulation has no effect on sports consumption willingness.The impact of sports consumption willingness on functional sports consumption is significantly stronger than that on hedonic sports consumption.Furthermore,the degree of sports participation will negatively regulate the relationship between social stimulation and sports consumption intention,and symbolic stimulation and sports consumption intention.Based on the above conclusions,this study puts forward six suggestions: 1)It is necessary to start from the level of sports project design and policy support,fully explore the driving role of relevant groups in sports consumption intentions.2)The government needs to improve industry rules,enterprises need to optimize services,and optimize the sports consumption environment from the perspective of government and enterprise.3)Create in-depth sports star symbols to drive the willingness of the whole population to consume sports.4)Optimize the content,core and communication channels of sports media,and improve the quantity and quality of sports media.5)On the premise of improving people’s participation in sports,take root in sports participation,and correctly and reasonably promote sports consumption.6)Accelerate the integration of functionality and hedonism of sports consumer products to achieve a win-win situation between consumer demand and economic development.