A Study On The Sports Consumption Of University Students In Henan Province

Sports consumption has already become an indispensable part of modern life of people. It is an important way to develop body constitution, maintain physical and mental healthy, mental recreation.This dissertation makes a theory expatiation on the necessity of university student's sports consumption from understanding stage, purchase decision stage, use and appraise stage of the sports consumption process and go on to analyze the sport consumption actuality through studying five universities in Henan Province by documentary method, visiting, questionnaire investigation, statistic method etc. The main contents include sports consumption motivation, structure, level, pre-purchase preparation, afterward appraising and main factors that affect consumption purchase. The aim is to offer some theory conference in promoting reasonable sports consumption of university student and the development of university sports consumption market of Henan Province.Through the investigation, the study preliminarily put forth some points as follows:1. The investigation reveals, "improve the health" becomes the main motive of the sports consumption of the university students in Henan Province. Pearson Chi-Square test reveals: The comparative motives between boy students and girl students have obvious difference. The personal communication, body figure shaping and sports achievement motive have significant difference in gender.2. The sports consumption of university students in Henan Province relies mainly on the material objects. Among them the largest proportion is the sportswear. Most students'consumption on gymnastics per month ranges form 10$ to 30$, holds 3-10% of the whole consumption per month.