Empirical Analysis on the Influence of Individual Characteristics and
Consumption Motivation on Sports Consumption Satisfaction
Abstract
This paper takes domestic residents as the investigation object, and
adopts a questionnaire survey, descriptive statistical analysis, factor
analysis, and optimal scale regression to study the influence of
individual characteristics and consumption motivation on sports
consumption satisfaction. The research found that: among the factors of
personality characteristics, occupation, current physical condition
satisfaction, exercise frequency, education level passed the test; The
positive occupation coefficient indicates that the overall occupation
has a positive effect on satisfaction. The coefficient of satisfaction
with the current physical condition is positive, indicating that the
more satisfied residents are with their current physical condition, the
higher their satisfaction with sports consumption is. The coefficient of
exercise frequency is negative, indicating that the longer the average
exercise time of residents is, the lower the satisfaction of sports
consumption is. The coefficient of education level is positive,
indicating that residents’ satisfaction with sports consumption
increases with education level. Gender, age, and monthly sports
consumption variables did not pass the significance test. Among these
consumption motivation factors, there are seven variables: interpersonal
motivation, body building and shaping motivation, will exercise
motivation, growth knowledge motivation, exercise physical motivation,
psychological regulation motivation and competition promotion motivation
have all passed the test. The coefficients are all positive, indicating
that residents’ sports consumption motivation has strong guidance and
purpose, and has a positive promoting effect on sports consumption
satisfaction Suggestions: Differentially guide the personalized
consumption demand of the vast number of sports consumers, pertinently
stimulate the consumption motivation of sports consumers, continuously
strengthen the structural reform of the supply side of the sports
industry, and systematically build a good sports consumption
environment.