Research On The Influence Of Body Image On Sports Consumption Behavior Of Women Aged 18-69 In Zhengzho

The vigorous development of sports consumption market in our country is quite clear.With the guidance of national policies and the renewal of the national health concept,more and more women begin to understand that sports can bring more satisfactory body image to themselves and the outside world,that is,can bring more positive body image,so "she economy" began to enter the sports consumption market strongly.Clarifying the influence of body image on female sports consumption behavior can help female sports consumers form positive body image and reasonable sports consumption behavior,and can also provide reference for sports consumption industry operators to accurately locate female needs.Therefore,this study takes the influence of body image on the sports consumption behavior of women aged 18-69 years old in Zhengzhou as the research object,adopts the methods of literature,questionnaire,mathematical statistics and logical analysis,and adopts the female Body Image Questionnaire to investigate the ten dimensions of the body image of female sports consumers aged 18-69 years old in Zhengzhou.The Questionnaire of Zhengzhou Female Sports Consumption Behavior was used to investigate their sports consumption behavior,and the general characteristics of body image and sports consumption behavior of female sports consumers aged 18-69 in Zhengzhou were obtained.SPSS 22.0 was used to make statistics on the data,so as to analyze the influence of body image on female sports consumption behavior,and finally the following research results were obtained:1.Body image has a significant impact on sports consumption behavior of women aged 18-69 in Zhengzhou,and the level of body image can guide women’s sports consumption.2.In terms of sports consumption level,women aged 18-69 in Zhengzhou will make different degrees of economic investment in sports consumption according to the four sub-dimensions of body image: appearance evaluation,physical concern,body part satisfaction,self-classified weight.The continuous increase of sports consumption level will produce positive feedback on these sub-dimensions.However,after the improvement of body image through sports consumption,some women may continue to spend money in order to continue to improve,forming irrational consumption.3.In terms of the type of sports consumption,for females aged 18-69 years old in Zhengzhou,the higher the appearance evaluation and appearance attention of their body image,the lower the body satisfaction and physical fitness evaluation,the more inclined they are to physical consumption;The higher their physical concern and weight concern,and the lower their health assessment,the more inclined they are to participate in consumption.The ornamental and participative sports consumption market can still expand for female body image.4.In terms of the way of sports consumption,the higher the appearance evaluation score of body image and the lower the self-classified weight score of Zhengzhou women aged 18-69,the more likely they are to shop online due to lack of confidence.The business model of some physical stores does not provide private space,so that this group of people can not get a better experience in on-site shopping.5.In terms of satisfaction with sports consumption,the lower the appearance evaluation,the more dissatisfied the individual will be because of the poor product quality;The higher the appearance attention,the higher the physical attention,the more attention to service attitude;The lower the physical assessment and the lower the physical attention,the more concerned individuals are about complete facilities.The market has not yet fully developed personalized services for body image characteristics.