Analysis of Sports Consumption Model of Rural Residents in Southwest China
The survey and analysis of the sports consumption of 2658 rural residents in Sichuan,Yunnan,Guizhou,Xizang and Chongqing in southwest China show that:their consumption behavior is mainly influenced by the psychology of seeking truth,beauty and common ground,presenting the consumption characteristics of being realistic,gradually seeking beauty and diversified development;women spend more sports than men(p=0.000);with age increasing,consumption is single(p=0.007),while con-sumption levels increasing,sports consumption is diversified(p=0.000);spatial autocorrelation analysis shows that there is no geo-graphically centralized distribution(Moran's I＜0,p＜0.05);the consumption level develops from practical demand to spiritual demand,consumption diversification is positively correlated with the local economic level(Local Moran's I＞0,p＜0.05),form-ing a step-by-step development trend,manifested as"Xizang-Guizhou"based on the single factor subclass,"Yunnan"based on the double factor subclass and"Sichuan-Chongqing"based on the multi factor subclass.Therefore,one should fully tap the sports consumption potential of rural residents in southwest China,improve the sense of consumption experience,segment the market,and further expand the sports consumption market of rural residents in southwest China,to meet the sports consumption demand of rural residents.
万方数据
维普
