Research On Sports Consumption Behavior Of The Elderly In Nanchang Community

In the process of achieving a moderately prosperous society for all in China,the rapid economic growth has brought the challenge of aging.With the continuous intensification of the aging society,the sports consumption demand of the elderly is also constantly increasing,providing huge development space for China’s sports industry.As people age,participating in physical exercise is crucial for improving their quality of life and physical and mental health.Therefore,in-depth exploration of the sports consumption habits of the elderly can not only greatly promote the development of sports in Nanchang City,but also improve the quality of life of the elderly,so as to achieve sustainable social development.This research takes the questionnaire survey method as the core,and combines literature,field survey,mathematical statistics,interviews and logical analysis to investigate the sports Consumer behaviour behavior of the elderly in Nanchang community.The study found that the elderly in Nanchang community have traditional sports consumption concepts and diversified consumption motivations;Likes nearby consumption,sports consumption structure is uneven and consumption level is low;Overall good consumer satisfaction but weak awareness of rights protection;Under the background of the epidemic,the development of the elderly sports industry is difficult;The product factor is the main factor affecting the elderly’s sports Consumer behaviour.In the analysis of the influencing factors of the elderly’s sports Consumer behaviour,the multiple regression analysis method was used,and the formula was obtained: sports consumption level=-1.236+0.289 * personal factor conditions+0.233 *demand factor+0.314 * environmental factor+0.326 * product factor,and it was determined that the product factor had the greatest impact on the elderly’s sports consumption.According to the research and analysis results of the sports Consumer behaviour behavior of the elderly in Nanchang community,the following suggestions are put forward on how to promote the sports consumption of the elderly: optimize the sports consumption view of the elderly and improve their understanding of sports consumption;Strengthen the construction of sports venues and facilities,and leverage the bridge role of sports associations;Establish a sound market supervision mechanism to ensure the sports consumption of the elderly;Actively developing elderly fitness products in the post pandemic era;Regulating the quality and price of elderly sports products.