| Postgraduate, as high talented person, are needed for our nation in 21 century in which, as we know, the competition in economic and technology is more intension than ever. Coupled with the growing quantity of postgraduate, extend working-year are useful way to increase quantity of dedication to our nation. As the number of postgraduate is larger and larger, fact that cannot be neglect emerge. Just as some intervention shows, postgraduate's physical fitness is not as good as graduate's.Healthy body is the most basic, crucial thing one must have, and Sport consumption can bring healthy body to one who realize the important role it play on one's body. Sport consumption can enhance health and relax mind. As economist says: the improvement of one's talent is relevant to the money that he spends on, health need money or time. So, through sport consumption, the transform between health and money, or time, come to realize. Studying on sport consumption behavior offer a clear way to help consumer have good consumption habit to guard his sport consumption behavior. It has significant value to have research on sport consumption behavior.Taking some postgraduates as research object, using several scientific methods, viewing from economic, psychological and sociological, thispaper interpret the theory of sport consumption behavior based on proper study and draw conclusions as follow.l.The production of Sport material consumption and Sport immaterial consumption has different characteristics in procession and consumption. We can know from the theory of marginal utility that different kinds of production which can give consumer different extent of content have different marginal utility per unit. It can account for why when postgraduate tend to increase his expense on sport consumption, he'll meet the stronger need at first -immaterial demand.2.Personality, demand and circumstances are all factors that will affects one's sport consumption prefers. As consumption theory of west nation flow in, the impaction on our traditional style of consumption can be seen apparently. New proper kind of consumption notion must be promoted. What's more, postgraduates' green need is simulated when encountered the fact that our existent circumstances has been polluted seriously. But there is inconsistency exists in postgraduate's need and behavior. Not only to this group, but also to all consumers, every organization, such as school, mass media and sport producers, must pay attention to this phenomenon, and promote green consumptions behavior by effective ways.3.There are kinds of motivation in sport consumption behavior. It's more accuracy to say that sport consumption behavior is affected by several motivations at the same time. Fitness and relaxation, Public relation and fashion are different motivation to material and immaterial sport consumption behavior separately. With mass fitness plan extend it become a hard-resist fashion to take part in sport immaterial consumptions.4.With millions people logged on network which rocketed from late 20 century, it is now clearly that we have a more abundance mediaenvironment. Postgraduate has already taken net as their main way to get information about sport and competition. Interaction makes them communicate with others online. While network offer many convenience to consumers, they have many advantages for sellers too. Companies should use marketing activities, capture consumers' attention, and bring better and more efficient sport services to consumers through the use of computers.5.Analysis affects factors of sport consumption behavior through R-factor analysis method. Among five main factors, consumer factor is more important.6. Money and time are styles of outcome in Sport consumption that can bring different marginal utility content to consumer. To get the biggest content of marginal utility, postgraduate will consider which style of out come to pay under the principle guard which says cost least and gain most. And he will feel content to his quality of living if...
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