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Research on the Influence Mechanism of Urban Residents' Participatory Sports Consumption Motivation on Consumer Behavior

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DOI: 10.38007/Proceedings.0002078


Jiayi Li

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Jiayi Li


Abstract: With the vigorous development of China's economy and sports industry, Chinese urban residents' participation-based sports consumption behavior has undergone tremendous changes. This paper focuses on the transformation of urban residents' sports lifestyles, and takes the sports consumer motivation of urban residents as the breakthrough point. With the help of related theories such as self-determination theory and planned behavior theory, this paper discusses the structural characteristics of urban participatory sports consumption transformation, and analyzes the transformation process of urban residents' sports lifestyle.


Keywords: Consumer Motivation, Involvement, Sports Participation Consumption, Planned Behavior Theory, Self-Determination Theory