Empirical Research on Yacht Sports in Shenzhen Based on Consumer Behavior Perspective
Journal Title: Health Science and Management - Year 2023, Vol 2, Issue 1
Abstract
This study constructs a consumer behavior model suitable for yacht sports through expert interviews, and obtains information about yacht sports consumers' gender, age structure, education level, spending power and participation in Shenzhen through questionnaires, trying to analyze the data of yacht sports and consumer behavior in China. The study takes consumers in Shenzhen as the sample population, and makes statistics and induction on their participation motivation, information search, cognitive attitude, willingness to participate, influencing factors and satisfaction. The results show that “leisure, vacation” and “enjoying quality service” are the main motivation for yacht sports consumers to participate; They generally get yacht information through experience and network channels; The cognitive attitude towards yacht sports is mainly divided into supporters and spectators; 40.4% consumers are willing to participate in yacht sports; Under different demographic variables, consumers' influencing factors and satisfaction with yacht sports are obviously different.
Authors and Affiliations
Shasha Jiang
Keywords
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- EP ID EP752160
- DOI 10.62091/HSM2023006
- Views 31
- Downloads 0
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