| At present,due to the epidemic situation,the way of youth sports participation is blocked;Influenced by the "double reduction" policy and other factors,the opportunities for teenagers to participate in sports are increasing.As one of the main places for teenagers’ physical activities outside school,public sports service is the starting point for teenagers to initiate sports and develop their interests.Although the public sports service has developed rapidly in recent years,the utilization rate and participation degree of public sports service have decreased year by year,which,on the one hand,hinders the ways and means for teenagers to exercise outside school,on the other hand,hinders the realization of the vision of healthy and sustainable development of China’s sports industry.The decline in the utilization rate of public sports services reflects the reality that teenagers’ willingness to participate in sports is decreasing,and stimulating teenagers’ participation in sports is also conducive to improving the utilization rate of public sports services and increasing the frequency of participation in sports activities,thus enhancing teenagers’ physique.In order to explore the formation process and influencing mechanism of different teenagers’ willingness to participate in sports,on the basis of scarcity theory and social psychology,based on the theory of incentive → organism → response(SOR),the conceptual model of influencing mechanism of teenagers’ willingness to participate in sports under the demand of scarcity of public sports services was constructed,with1200 school teenagers as research samples.This paper studies the internal formation mechanism of public sports service scarcity appeal to teenagers’ sports participation behavior,and introduces perceived value,perceived competitiveness and family capital,and analyzes the intermediary role of perceived value and perceived competitiveness in the influence of public sports service scarcity appeal on teenagers’ sports participation willingness and the regulatory role of family capital.Through the above theoretical guidance and test analysis,the main conclusions of this paper are as follows:(1)The demand for scarce public sports services has a significant positive impact on teenagers’ willingness to participate in sports,perceived value and perceived competitiveness,and the promotion of perceived value and perceived competitiveness also has a positive and significant effect on teenagers’ willingness to participate in sports.(2)Perceived value and perceived competitiveness have some mediating effects in the process that the demand for public sports service scarcity affects teenagers’ willingness to participate in sports,which shows that the demand for public sports service scarcity can not only directly affect teenagers’ willingness to participate in sports,but also further affect teenagers’ willingness to participate in sports by improving perceived value and perceived competitiveness.(3)The demand for public sports service scarcity can partially affect the young people’s willingness to participate in sports through perceived value and perceived competitiveness,and the first half of the mediation process is regulated by family capital.Under the high family capital,the perceived value and perceived competitiveness are more effective in the process of the demand for public sports service scarcity affecting consumers’ willingness to participate in sports.In order to improve the channels and ways of public sports service participation,stimulate young people’s willingness to participate in sports and promote the development of public sports service,the study puts forward the following suggestions based on the conclusions:(1)improve the sports participation environment and strengthen the service publicity effect;(2)Raise the awareness of lifelong sports and stimulate the enthusiasm of the whole people for fitness;(3)Improve the public sports service credibility and promote the development of sports. |
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