Study On Sports Consumption Decision And Influence Factors Of College Students In Lanzhou City

Sports consumption has become a major trend of consumption development in China.Lanzhou has some more reasonable consumption ideas and consumption ways leading to most cities in Gansu and Northwest China.The consumption concept can quickly make Lanzhou accept and merge through various ways.Through the investigation and study of the sports consumption decision of college students in Lanzhou,this paper analyzes the sports consumption,sports consumption decision and Howard Shele model,and combines the decision-making process of sports consumption,and draws a conceptual model of the behavior of College Students' sports consumption decision.This paper analyzes the overall consumption level,the content,the type,the process,the style and the risk of the university students in Lanzhou,and finds out the main factors that affect the sports consumption of college students in Lanzhou,and finds out the existing problems in the sports consumption of the college students in Lanzhou to further analyze and understand the sports consumption of the college students and put forward the sports consumption for college students.Reasonable behavior suggestions and reasonable sports consumption concept,from the perspective of college students,put forward more reasonable suggestions for the development of sports industry.The conclusions are as follows:1.The main source of the living expenses of college students in Lanzhou is parental support.There are significant differences in sports consumption in different grades.The level of sports consumption in grade one or two is dominant,and the level of sports consumption in grade three or four is generally low.2.The main sports consumption structure is mainly physical type sports consumption,and the type of consumer products is relatively simple.The location,mode and payment mode of sports products tend to be networked.The network shopping is becoming the main channel for college students to purchase their products by their convenience,shortcuts and various kinds of products.3.In the process of consumption decision making of college students in Lanzhou,the main way to buy sports products is to meet the needs of college students and the needs of exercise;the main way to obtain product information is the purchaseexperience and the mass media,and the proportion of the purchase of the product through the information of friends and merchants is less;the evaluation scheme is:Lanzhou university students believe that product brand,product quality,design,price and promotion activities have a great influence on consumers' purchase of sports products.Secondly,the influence degree of brand emotion,brand image and product reference group on the purchase of sports products is small,and the consumption and family environment are purchased.The influence degree of the sports products is great,and the purchase decision is closely related to the consumer's individual characteristics(age,sex,personality,etc.)and the environmental factors of the consumer(family,school,product and so on).A systematic analysis of consumer decision-making style and perceived risk is made.In the investigation of consumer satisfaction of the purchase of products by college students,most college students have an unpleasant experience of consumption of sports consumption,while more students show that their own consumption satisfaction will have an impact on the future sports consumption.4.In the type of consumption decision of college students in Lanzhou,there is a significant difference between sex and the type of decision making for the purchase of sportswear.In sports equipment,both male and female students tend to make general purchase decisions in sports equipment types.In sports magazines,competition tickets,sports lottery,fitness clubs and site leases,the degree of understanding,purchase experience,degree of consideration and preference of products are low for men and women.All of them tend to purchase complexity.Policy decision?5.In the consumption decision-making style of college students in Lanzhou,there are significant differences in the orientation of leisure and entertainment oriented,random and impulsive and puzzled.Moreover,with the growth of grades,the lower the tendency of these two directions,the more inclined to rational consumption.6.College students have a high degree of perception among the 6 kinds of perceived risk,of which gender has a significant difference in social risk,and the source place has a significant difference in social risk.7.There are 2 main factors that influence the decision making of College Students' Sports Consumption: subjective factors and objective factors.