Abstract

In 2020, the sudden outbreak of coronavirus disease 2019 has had a great impact on the health and life of people all over the world, and the sports industry is facing unprecedented challenges due to its participation and strong clustering. Based on the questionnaire survey, literature analysis, and other research methods, this study introduces the stimulus-organism-response theory, takes the sports and consumption of Kunshan citizens as the research subject, and draws lessons from the structural equation model to build a theoretical model of sports consumption characteristics and future consumption willingness. The results of empirical analysis show that physical sports consumption has been greatly affected by the epidemic, but because people realize the importance of sports, the willingness of residents to consume sports increases, and the venue and other factors affect the ornamental and participating sports consumption willingness decreases. At the same time, the restrictive factors, such as lower educational background, increased age, and lack of time, make the sports consumption willingness of this characteristic group significantly lower than that of other citizens. This study puts forward some suggestions for relevant government departments to improve the sports consumption willingness of citizens. In order to expand the development prospect of sports industry from a long-term perspective, it can provide reference for the development of sports consumption.