Relativity Research Of Consumer Self-Concept And Sport Consumer Latent Behavior

As an important consumer group, compared with Male groups,Feminine Undergraduate have Significant difference in Gender roles and social roles in consumer behavior, Together with the variability and complexity of the consumer habits and consumer mentality of the Feminine Undergraduate, Selected Feminine Undergraduate as the research object, research their consumer behavior and consumer psychology, has great theoretical and practical significance.This paper research the Relativity relationship between Feminine Undergraduate consumer self-concept and Watch-Type sport consumer Latent behavior from Consumer psychology visual angle,via analyzing the discrepancy existed in statistics variable in Feminine Undergraduate consumer self-concept' five parts, Discuss the Feminine Undergraduate consumer self-concept's Structural characteristics and analyze if there exist Relativity Relationship between Feminine Undergraduate consumer self-concept and Watch-Type sport consumer Latent behavior.This study first analyze and summarize the results of research and dynamic of the consumer self-concept, self-concept of university students and the Chinese Undergraduate sport consumer behavior.And on this basis, we propose the study hypothesis; Secondly, this paper use questionnaires as the main means, study the relationship between consumer self-concept of female college and their sports-viewing consumer latent behavior in five colleges and universities in Shanghai; Furthermore, use SPSS software to scientific statistics and analysis the dataThe results showed that:(1)Consumer self-concept of female college students have five dimensions.Their are Family-self, Feeling-self, Freedom-self, Fashion-self and Fervor-self.(2) Grades,Schools and in love or not influence Consumer self-concept of female college students and sports-viewing consumer latent behavior.(3)Some dimensions in Consumer self-concept of female college students have Relativity relationship with sports-viewing consumer latent behavior. There are also significant differences between Consumer self-concept of female college students that mainly composed of a certain kind of structures and Specific consumer behavior characteristics. as sport consumer Information collection, sport consumer Individual needs, sport consumer Decision, sport consumer Motivation.