Research On Sports Consumption Status And Countermeasures Of College Students In Suzhou Under The Background Of "Internet +"

With the development of Internet technology and the improvement of people's living standards,people's consumption patterns have undergone tremendous changes.From the traditional single to physical shop shopping to Internet shopping and physical shop shopping coexist.In addition,with the development of competitive sports and mass sports in China,more and more people participate in physical exercise and sports consumption.As a special consumer group,college students have higher knowledge literacy,but less experience in social life,coupled with no fixed income sources,so their sports consumption concept and consumption behavior need our attention and investigation,in order to better guide the rational consumption of College students.Taking the college students in Suzhou as the representative,this paper studies the sports consumption situation of university students in Suzhou under the background of "Internet +" by means of literature review,questionnaire survey,mathematical statistics and comparative analysis,and puts forward countermeasures.The specific conclusions are as follows:1.Substantive sports consumption content and Internet sports consumption content of college students in Suzhou are mainly clothing equipment.Compared with ten years ago,sports consumption of college students in Suzhou has more diversified consumption content.2.The largest proportion of physical sports consumption and Internet sports consumption structure is sports consumption of clothing and equipment,followed by sports consumption of sports training.Compared with ten years ago,the proportion of sports consumption of clothing and equipment has decreased,while the proportion of sports consumption of sports training has increased.3.The proportion of physical sports consumption and Internet sports consumption exceeding 100 yuan is 78.8% and 81.5% respectively.Most students' sports consumption level is above medium level..The level of physicalconsumption of students in six schools is different below 100 yuan(p < 0.05);the level of Internet sports consumption is different between 100 yuan and 201-300 yuan(P < 0.05).Compared with ten years ago,the level of sports consumption has improved to a certain extent.4.The motivation of College Students' participation in sports consumption in Suzhou is mainly the need of physical education,followed by physical exercise.Physical education needs higher motivation than ten years ago.5.In Suzhou,54.7% of the college students participate in physical sports consumption 1-2 times a year,and the overall participation in physical sports consumption is less.There was a significant difference in the number of times consumed by students in six schools(P < 0.01),and there was a difference in the number of times consumed by students of 1-2 times(P < 0.05).There was no significant difference in browsing sports products or service information among students of different schools,grades and genders(P > 0.05).72.48% of students buy sports products on the Internet through Taobao,Jingdong and other APPs.6.Economic endurance is the main factor that affects college students' participation in sports consumption,followed by lack of interest in sports.7.It can be seen that product quality is the main reason for students to choose physical stores for sports consumption,and selectivity is the main reason for students to choose Internet shopping for sports consumption.8.Most of the students' sports consumption satisfaction is above the general level.There were differences in the satisfaction of physical sports consumption and Internet sports consumption among the students of six schools(P < 0.05).This paper puts forward some suggestions according to the conclusions,which can promote college students' rational consumption consciousness and make them develop good consumption behavior;strengthen the risk guarantee of online shopping,eliminate the psychological burden of College Students' online shopping;actively build campus sports culture,carry out a variety of new sports activities;establish fitness awareness and lifelong sports awareness,so as to provide rules for college students to participate in sports activities.Let Internet + sports go deep into college students' daily life.