Research on Influencing Factors and Promoting Strategies of Consumption Intention of Sports Service Complex
From the perspective of consumers,this study takes planned behavior theory as the framework and con-sumer reviews of Yelp as the research sample,and uses ROST CM6 software to obtain high-frequency words in relevant evaluation texts.By using text analysis,field investigation and other methods,this study systematically an-alyzes the factors that affect consumers'willingness to consume in the sports service complex.Conclusion:Physical exercise,sports events,celebrities,community interaction,business integration and consumption experience are the specific influencing factors of consumers'consumption intention.Based on this,countermeasures and sugges-tions are put forward to promote consumers'consumption intention by establishing a good complex image,relying on cultural events and creating immersive consumption scenes,etc.,in order to provide theoretical reference for the high-quality development of sports service complex.
sports service complexthe consuming intentiontheory of planned behavioronline comment
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