Study on the Influencing Factors of Ice and Snow Sports Consumers and Potential Consumers in Beijing

Abstract:
In order to promote the development of ice and snow sports in Beijing, the questionnaire survey method was used to understand the participation of residents in ice and snow sports in Beijing and analyze the public's willingness and satisfaction with ice and snow sports. The structural equation model is used to obtain the results of the impact of facility function value, service quality value, cost value and emotional value on satisfaction. Consumer portraits are obtained with the help of column table analysis and logistic regression. The results show that cost value and emotional value have a significant positive impact on consumer satisfaction, and consumer satisfaction has a significant positive impact on consumer loyalty. Age, education level, monthly disposable income and occupation are important factors affecting the participation of residents in ice and snow sports in Beijing. At the same time, the K-means clustering method is used to quantitatively analyze the age, education level, monthly disposable income, gender and consumption willingness of potential consumers, and divide them into three categories: Important potential consumers, important development consumers and low-value potential consumers, and on this basis, suggestions are put forward to improve the participation of residents in ice and snow sports in the Beijing area.