Research On College Students' Online Sports Consumption Behavior And Influencing Factors

At present,with the rapid development of the mobile Internet,mobile payment,logistics and other industries,network consumption is becoming more mature,and college students are the army of network consumption,and also an active participant in sports activities.Therefore,the online sports consumption behavior of college students and The study of its influencing factors not only enriches the theory of network consumption and sports consumption,but also provides a theoretical basis for the development of marketing strategies for online sports businesses,and expands the demand for online sports consumption of college students,thereby stimulating sports economic growth.This paper takes the college students’ sports consumption behavior as the research object,and through the research on the related literature theories of scholars at home and abroad,designs questionnaires to investigate and analyze the current situation of college students’ online sports consumption behaviors.At the same time,based on the theory of planned behaviors,builds the network of college students.The model of influencing factors of sports consumption behavior is put forward,and then the dimensions of the model are measured and manipulated.The questionnaire scale is designed to investigate the factors affecting college students’ online sports consumption behavior,and the results are summarized and verified.The research on the status quo of college students’ online sports consumption behaviors:First,the participation of college students in physical exercise is high,and the physical exercise items are rich and diverse.Second,the number of online shopping for college students is relatively frequent,and there is excessive consumption.Third,online sports consumption is among college students.More popular;Fourth,college students’ online sports consumption is based on the convenience of online shopping and in order to satisfy their own consumption motives;Fifth,price,quality,brand,and consumer evaluation are the primary considerations for college students to make online sports consumption decisions;The university’s online sports consumption platform is single,the consumption content is unreasonable,and the consumption level is low.The research on the influencing factors of college students’ online sports consumption behaviors:First,the college students’ sports consumption needs to have a positive correlation with the online sports consumption intention;Second,the college students’ economic foundation has a positive correlation with the network sports consumption intention;Third,the college students’ sports consumption satisfaction There is a positive correlation between online sports consumption intentions;Fourth,college students’ physical exercise habits have a positive correlation with online sports consumption intentions;Fifth,university campus sports atmosphere has a positive correlation with online sports consumption intentions.Sixth,the characteristics of online merchants have a positive correlation with the intention of online sports consumption;seventh,network perceived risk has a negative correlation effect on online sports consumption intention;eight,college students’ online sports consumption intention has a positive correlation effect on online sports consumption behavior.Finally,according to the conclusions drawn from this study,countermeasures and suggestions are proposed for individual college students,online sports businesses,universities and relevant government departments.