Research on the Behavioral Characteristics and Influencing Factors of Consumer Groups in Pickleball Clubs of a Prefecture-level City

Abstract

Pickleball is an emerging net sport that integrates fitness, recreation, and social interaction. Compared with many traditional racket sports, it is easier for beginners to learn, requires a moderate activity range, and is suitable for experience classes, doubles play, and graded instruction in commercial clubs. With the continuous development of national fitness and sports consumption, some clubs in prefecture-level cities have introduced pickleball programs. However, these clubs still face problems such as limited public awareness, insufficient member retention, unclear course design, and homogeneous activities. Taking consumers from five clubs, including Huoli, Jianxiang, and Xinrui, as the research subjects, this study applies literature review, questionnaire survey, interview, and mathematical statistics to analyze demographic characteristics, consumption behavior, participation behavior, and satisfaction evaluation. The results show that the current consumers are mainly young and middle-aged males aged 26–40. Pay-per-use consumption accounts for the largest proportion, while a stable membership group has not yet been fully formed. Consumers mainly give “average” evaluations for venue facilities, service quality, and pricing. The factors influencing consumption behavior include sport interest, fitness and social needs, willingness to pay, skill level, venue conditions, equipment supply, coaching service, price level, transportation convenience, and community atmosphere. Accordingly, clubs should improve pickleball-specific venues and equipment, provide introductory and graded courses, design flexible membership packages, and organize more matches, partner-matching activities, and online communities so as to enhance participation, retention, and the sustainable development of local sports consumption.