Research On The Influencing Factors Of Shanghai Residents’ Participatory Sports Consumption In Ice And Snow Sports

The successful hosting of the 2022 Winter Olympics in Beijing has officially ushered the development of ice and snow sports in China into the post-Winter Olympics period.How to make full use of the post-Winter Olympics dividend effect and maximize the influence of the Winter Olympics to promote residents’ participation in ice and snow consumption and regional development of ice and snow economy has become an urgent problem to be solved in southern China.Shanghai is the bridgehead of the development strategy of ice and snow sports "south exhibition west expansion east".There are 26 ice and snow sports venues,covering an area of33,014 square meters.As we all know,the higher the concentration of the ice rink,the better its marketization effect.The number of people taking part in various ice and snow activities in Shanghai has increased to nearly 3 million in 2021,according to statistics from the city’s sports bureau.The demand for ice and snow sports is strong,but there is still a big gap between the consumption of ice and snow sports in Shanghai and that in northern cities.This study takes the residents of Shanghai as the research object,and uses the methods of literature,questionnaire and mathematical statistics to explore the influencing factors of the consumption of ice and snow sports participation of residents in Shanghai.Firstly,the questionnaire items of ice and snow sports participation consumption behavior are established to understand the current consumption status of ice and snow sports consumption of residents in Shanghai.Secondly,based on the self-determination theory and Howard-Shays model,a structural equation model with internal and external motivations as the intermediate variables was constructed,and regression analysis was used to further study the relationship between different levels of stimulus factors,ice and snow consumption motivation and ice and snow consumption behavior and willingness.The results show that:(1)The consumption motivation of ice and snow sports participation by Shanghai residents has significant regional characteristics and is easily driven by its unique,emerging fashion and other personality attributes.(2)Product stimulation greatly affects the consumption behavior of Shanghai residents,who pay more attention to the conditions of ice and snow sports venues.(3)Shanghai residents mainly consume "experiential",the consumer group is younger,and the consumption level needs to be upgraded.(4)With the outflow of local ice and snow sports consumers,Shanghai residents pay more attention to the spiritual experience brought by ice and snow sports consumption.Based on the research results,in order to continuously promote the consumption of ice and snow sports participation of residents in Shanghai,this study puts forward the following suggestions: continue to implement the relevant policies for the development of ice and snow sports and ice and snow industry;Optimize and enrich the supply of ice and snow sports consumption places,and refine services to ensure quality and promote efficiency;Make full use of the advantages of the Internet to innovate the ice and snow consumption marketing methods;Make full use of venues and other resources to create corresponding urban features of ice and snow events;Strengthen the professional technical training of consumers in ice and snow projects,improve their skills and promote their participation in consumption.