A Study On The Identification And Consumption Intention Of The 2025 National Games Of Guangdong And Macao University Students

Consumption is the foundation and driving force of economic development,and promoting sports consumption will be the key point of the long-term development of China’s sports industry.Overall,the holding of the event can stimulate the consumption power of sports,and further release multi-level and diversified consumer demand.In August 2021,The State Council agreed that Guangdong,Hong Kong and Macao will jointly host the 15 th National Games in 2025.This is of great significance for enhancing sports consumption in the Guangdong-Hong Kong-Macao Greater Bay Area and promoting regional international competitiveness.In this context,this study aims to clarify the application of cognitive theory and social identity theory in the field of sports event consumption through in-depth analysis of the National Games identification and event consumption intention of Guangdong and Macao college students,and explore the influencing factors and differences of the National Games identification and event consumption intention of Guangdong and Macao college students.It is hoped that the theory can provide reference for the preparatory work of the National Games,and help guide the policy formulation and practice in the development of sports industry and the implementation of national fitness strategy in Guangdong and Macao.In this study,the identification and consumption intention of the 2025 National Games of Guangdong and Macao college students were selected as the research objects,and the research hypothesis and design research model were proposed based on cognitive theory and social identity theory.The research was carried out with the full use of literature,expert interview,questionnaire and mathematical statistics.College students in Guangdong and Macao were selected as the survey objects,and contacted with relevant student organizations,institutions and wechat groups in Guangdong and Macao by phone,mail,instagram,Sina Weibo,etc.,and distributed questionnaires.SPSS 27.0 and Amos 26.0 software were used to analyze the data,explore the relationship between competition cognition,competition identification and sports consumption intention,and verify whether competition cognition and competition identification have an impact on competition consumption intention in the National Games.The study found that:(1)In the difference analysis of college students’ identification of the National Games in different regions of Guangdong and Macao,the identification of the National Games has an impact on the consumption intention of the National Games,and domestic and foreign studies show that identification is an important factor affecting the consumption intention of sports.This study focuses on college students in Guangdong and Macao.(2)In the difference analysis of the influence of National Games identification on college students in different regions of Guangdong and Macao,there is a significant difference between Guangdong college students and Macao college students in terms of the influence of National Games identification on consumption intention.(3)In the relationship between the cognition of National Games and the identification of National Games,the cognition of National Games has a positive effect on the identification of National Games.In the relationship between National Games identification and National Games consumption intention,National Games identification has a positive effect on National Games consumption intention.(4)In the relationship between the individual identity of the National Games,the group identity of the National Games and the identity of the National Games,the individual identity of the National Games has no significant effect on the identity of the National Games,but the group identity of the National Games has a positive effect on the identity of the National Games.