| In the process of reforming socialist market economy in China,sports consumption industry has become an increasingly important consumer market.And along with the constant development of college student group,status of sports consumption industry US is the world’s most developed country in terms of sports industry.And comparing the college students’ participative sports consumption in China and US will put forward specific opinions for the development of sports industry and college sports in China.With the help of part of consumer behavior theory and the guidance of experts and scholars,this paper takes college students as the research object and uses method of documentation and logical analysis,questionnaire survey,and mathematical statistics to analyze their sports consumption behavior.It expects to understand the current situation of college students’ participative sports consumption behavior of China and US,to analyze the differences,problems and influencing factors,and to put forward countermeasures to solve the problems.It has drawn the following conclusions:Firstly,there are differences in participative sports consumption behavior and its degree of importance between Chinese and American college students.As for participative sports consumption behavior,only 11% of American college students don’t have participative sports consumption behavior while 46.2% of Chinese college students don’t.In respect of understanding of participative sports consumption,American college students generally believe that it is very important in life while Chinese college students think it is general or not very important.Secondly,in the process of participative sports consumption,American college students obtain relative information mainly through the Internet and TV.Their standard of choosing sports venues are quality,brand,and commodity price.And Chinese college students obtain relative information mainly through the Internet and their families.In terms of choice criterion for sports venues,they prefer to quality,practical needs and price.Their proportion of consumer expectation is lower than that of American onesThirdly,there are differences in exercise habits of participative sports consumption.American college students like do exercise in the afternoon while Chinese ones like do in the evening.In sporting events,most American college students choose badminton,tennis,rugby and skiing while Chinese ones like badminton,gym fitness,table tennis and basketball.It is partly due to different sports culture of two countries.On the other hand,sports that Chinese college students choose don’t demand a lot on sports field and physical quality and the price is suitable.As for time on sports,American college students are higher than Chinese college students in both exercise frequency and single length,which suggests that American college students is higher than Chinese college students in sports consumption consciousness as well as the sports specialization degree.Fourthly,there is difference in motives of participative sports consumption behavior.For American and Chinese college students,their motive is to build their body.However,in terms of demand,Chinese ones prefer practical level while American ones show bias for psychological level.Fifthly,influencing factors are different.In individual subjective factor,college students of two countries choose spare time and personal interest.However,as for the influence of economic conditions,Chinese ones are much greater than American ones.In terms of objective factors,American college students tend to the number of school sports venues while Chinese college students are more concerned about the campus sports atmosphere.Through comparing and analyzing the Chinese and American participating sports consumption behaviors,this paper puts forward the following suggestions:(1)to help and guide college students ’ sports consumption ability.(2)To enhance the dissemination of information on participatory sports consumption behavior.(3)Strengthening the construction of campus sports culture.(4)To strengthen the quality of participating sports goods,improve the participation of students in sports consumption behavior satisfaction.(5)College students should strengthen their own construction,cultivate healthy and reasonable participatory sports consumption behaviors and ideas. |
