Decision Mechanism, Evolution and Promotion Strategy of Urban residents^ Viewing Sports Consumption Behavior:Based on the Inspection of Social Layering, Social Flow Haijie LI
School of Physical Education，Shandong University
Abstract
Identify decision-making mechanisms for residents^ viewing sports consumption behavior to promote the transformation and sustained rapid development of sports industries. Based on the idea of iceberg theory and combined with CET@I methodology, the paper constructed a model of urban residents^ viewing sports consumption behavior decision mechanisms, including 7 variables such as economic capital, cultural capital, social capital dimension, and social flow. Using fuzzy-set Comparison Analysis Method (fsQCA) and data of China Comprehensive Social Survey (CGSS) 2013 and 2017, the paper analyzed the asymmetry and multiple concrete effects of urban residents^ viewing sports consumption behavior. The study found that sports activities are not necessary to participate in urban residents ^high-view sports consumption behavior, and the different configurations of the former conditions can produce a variety of decision-making mechanisms for driving urban residents^ viewing sports consumption. The decision mechanism of sports consumption behavior of urban residents is evolved from 14 into 9, and the class has inconsistent combined features. The research puts forward the promotion strategy of improving the quality of cultural education, broad promoting consumption education, and creates social sports culture.
Keywords: viewing sports consumption- social layering- social flow- decision-making mechanism- trajectory evolution- strategy
