Students' Sports Consumer Behavior Research

This dissertation referred to large quantity of literatures and documents, applied several research methods, such as the questionnaire, statistics and logical induction, made a micro analysis of the sports consumption behavior theoretically, and did an empirical research on the sports consumption behavior with the college students in Guangzhou city as object.The conclusions are obtained initially as follows:1. Investigation results show that 81. 79% of the college students had certain interests in sports, and possess relatively scientific knowledge to different sports. 98.92% of the college students had spent some money on sports consumption in the past one term, and among them, 54. 46% (526) about or less than 50 Yuan. Few students never participated in any sports consumption activities in the last one term, which show that college students had established a relatively right opinion to sports consumption. But this kind of opinion hadn' t yet connected with the concepts of "health first" and "bettering the living level", and still need guidance further.2. There was no significant difference in the sports consumption behaviors among the college students who major differently and came from different places. The sports consumption structure of college students was till reasonless. For example, the sports material consumption had been given too much priority, while sports service and information consumption, entertainment as well as games cover a small part of the whole sports consumption.3. The situation of physical exercise for female college students was not so good. Most of them spent about or less than 50 Yuan on sports consumption with single consumption structure. There was significant difference in the sports consumption between male and female collegestudents.4. In all the facts impeding the college students' sports consumption, the uptight pocket money was no longer the predominated reason. As the colleges lower entrance threshold and accept more and more freshmen, the conditions of sports field in the campuses has become the top one factor influencing the physical exercise and sports consumption of the college students. Moreover, there was significant difference in the favored sports activities between male and female college students.5. The college students are short of essential cognition to sports consumption evaluation and the meaning of the sports life manner. The primary reason is that lack relatively education.6.All of the college students could have purposely thought about and prepared for the sports consumption before they practice it. But after the sports goods were found inferior or the consumption rights were intruded, 94. 35% of the students have no idea of the appropriate measure to take to defend their rights and interests.7.There was significant difference in the sports consumption behaviors between the only one child in a family and more than one children in a family.Last, this topic systemically expanded on the establishment of sports consumption model, including evaluating the sports consumption, formed the habit of living sport life in leisure, expended on sports consumption wisely and rationalizing the sports consumption schedule by summarized and compared the research results of the college students' sports consumption behaviors made by numerous experts in recent 10 years.