Development of a Market Evaluation Index of Sports Characteristics for Towns in China

Abstract

The objective of this research was to investigate consumer demand and consumer behavior in sports towns、analyze the factors that affect consumer demand and consumer behavior in sports towns and develop the evaluation index for sports characteristic town market, to test the effect of sports characteristic town market evaluation index.

The mixed research methodology (Mixed Methods Research) was used by conducting quantitative and qualitative research. Questionnaires and interviews were used as study tools. The validity test was evaluated using the project-objective agreement index (IOC), with a final IOC mean of 0.936.The questionnaire's confidence factor of the questionnaire were .951, which used a total of 401 samples. Data were analyzed by IBM SPSS Statistics 21.0 on the frequency distribution, Descriptive statistical analysis, factor analysis.

The results of this study were to develop the evaluation index for sports characteristic town market on the basis of STP theory.

1. According to the questionnaire method, the proportion of male consumers in sports towns is slightly higher than that of female consumers, most of whom are between 26 and 45 years old, whose education level is mainly at the undergraduate level, and the number of civil servants and public institutions is the largest. From the perspective of monthly income, most of the respondents are concentrated between 5,001 yuan and 8,000 yuan, and each time they spend on sports consumption in sports towns with sports characteristics. Most respondents chose 200-500 yuan. From the point of view of the sports involved, fitness walking, cycling, mountaineering, watching sports events, etc., are more popular with consumers. According to the interview method, factors that affect the demand and behavior of consumers in sports towns include interest, time, monthly income, education level, age, popularity, social class, living standard, publicity, participation motivation, sports content, experience, loyalty, town facilities and services, sports prices and so on.

2. Using Delphi method, experts are invited to conduct three rounds of screening of market evaluation indicators of small towns with sports characteristics. Finally, three first-level indicators (A1 Product, A2 enterprise, A3 consumer) and nine second-level indicators (B1 Product Quality, B2Input-output Benefit, B3 Product Features, and B4 Product) are obtained Function, B5Enterprise Image, B6Employee Competence, B7Basic Information, B8 Attitude, B9Purchasing Power), 36 three-level indicators. Using the Analytic Hierarchy Process(AHP), it is calculated that the weight value of the product is the highest, the consumer is second, and the enterprise is the last.

3. Take Zhongnan Shanzhai sports and leisure characteristic Town as an example, and score the sports characteristic town according to the market evaluation index model. Finally, the following results are obtained: The total score of Zhongnan Shanzhai sports and leisure characteristic town is 0.8279, which is high, but there are still 17 medium-grade indicators, such as enterprise environment, enterprise scale and sports product packaging, etc., which indicates that the development of the town market still has a certain space for development. Therefore, in the development of the town market, the construction of 17 indexes should be further strengthened. To make its small town market sustainable.

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