Analysis of Sports Consumption Behavior and Design of Marketing Strategy from the Perspective of Physical Health Management

Authors

  • Huaping Zhang School of Management and Economics, North China University of Water Resources and Electric Power, Zhengzhou 450046, China
  • Yue Dong School of Management and Economics, North China University of Water Resources and Electric Power, Zhengzhou 450046, China

Keywords:

physical health management (PHM); sports consumption behavior (SCB); clustering; canonical correlation analysis (CCA)

Abstract

Most individuals are willing to purchase suitable sporting goods and/or services to support physical health management (PHM). PHM-oriented research of sports consumption behavior (SCB) aids in objectively grasping and understanding the impact of PHM demand and awareness on SCB and in providing consumers with products/services through scientific marketing. Existing research lacks appropriate methods for clustering high-dimensional data on sports consumption and ignores the continuity of PHM and the time aspect of key consumption behaviors. This study investigates the PHM-oriented SCB and analyses the appropriate marketing tactics to address the issues. First, the authors presented the flowchart for the associated data analysis on PHM-oriented sports consumption and clustered the multivariate sports consumption data. Next, a method for fine-grained correlation analysis was outlined for sports consumption data, and an algorithm for selecting the ideal results of canonical correlation analysis (CCA) with kernels was provided. Finally, the proposed algorithm's complexity was evaluated. The authors analyzed the relationships between PHM demand and attitude and SCB, developed differential analysis results, and evaluated marketing methods.

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Published

2023-02-03

How to Cite

Huaping Zhang, & Yue Dong. (2023). Analysis of Sports Consumption Behavior and Design of Marketing Strategy from the Perspective of Physical Health Management. Revista De Psicología Del Deporte (Journal of Sport Psychology), 31(4), 87-96. Retrieved from https://mail.rpd-online.com/index.php/rpd/article/view/964