|（1.School of Physical Education，Shandong University of Technology，Zibo 255049，China；2.Education School，SUN Sat-sen University，Guangzhou 510275，China）
Abstract: This article mainly applies the sociological surveys, research and documentation, and the mathematical statistics method, using the sports marketing theory on the eight cities in Shandong province 1,106 middle-aged sports participation, the decision-making process and the constraints were studied and the players consumer behav-ior model were developed, so as to provide a theoretical basis for the sports operators on the middle-aged partici-pants in the success of sports marketing activities and developing consumer market further. The results show that: the process that the middle-aged crowd to participate in decision-making sports is a complex process, which consist of the identified the problem – the information search – the evaluation of choice - participation–evaluation. Different ages, education, occupations on the middle-aged participants in the decision-making process is basically the same recognition rate (X2 = 68.79, P> 0.05; X2 = 82.37, P> 0.05; X2 = 143.26, P> 0.05). the constraints of the deci-sion-making process by factor analysis (eigenvalue greater than 1, a total contribution rate of 74.83%)consist of three factors, namely: psychological factors, social factors, scenarios factor. The core of the model is the deci-sion-making process of the participant.
Key words: sport marketing；sport participation；middle-aged；consumer