A Study On Network Consumption Behaviours Of College Students In Beijing

Along with the rapid growth of internet technology, online shopping has become a new consumption form and more popular among young people. In the social context of highly developed informationization, more and more enterprises have seized the opportunity of development using internet technology, which have created bigger value for the enterprises, and at the same time facilitated the development of internet marketing.Meanwhile, with growing national strength, China is undergoing the transition from a sports nation to a sports power, with its people not only focusing on competitive games’gold medals, but also paying more and more attention to self-participation in sports and doing exercise. Therefore, the sports industry of China, especially the sporting goods industry is expecting unprecedentedly prosperous future.This thesis tries to combining network consumption and sports consumption, researching about college students sports’consumption behaviors in the scope of college students in Beijing. The literature material law, questionnaire survey method, mathematical statistics, comparative analysis method are introduced to the investigation and analysis on Beijing college students’participation in physical exercise after school, and the network sports consumption situation. This thesis summarizes the characteristics of college students’network sports consumption in Beijing and influencing factors, and thus draws conclusions and puts forward specific suggestions according to the analysis:1、Beijing college of physical exercise participation is high, online shopping has become a major consumption;、> College students in Beijing approve and accept online sports consumption;3、Price, ease of operation, quality and consumer evaluation of products or services have become the most important factors of online sports consumption;4、College students in Beijing have a strong desire to try online sports consumption;5、 Internal factors and external factors influence college students’ network in Beijing sports consumption behavior.Suggestions are put forward according to the above conclusion:1、A sport enterprise should develop marketing concepts that apply to internet marketing;2, A sport enterprise should improve its marketing level via consumer motives, and decision-making factors.