Analysis On The Differences And Influencing Factors Of Sportswear Consumption Behavior From The Perspective Of Social Stratification

In September 2019,The General Office of the State Council issued the Opinions on Promoting National Fitness and Sports Consumption to Promote the High-quality Development of the Sports Industry.The issuance of this document promotes the development of sports undertakings and the sports industry,and more and more people are involved in sports and fitness activities,resulting in a strong demand for sports consumption.In 2018,the per capita consumption of sports apparel in China was $28.9,with a year-on-year growth of 18.9%.Sports apparel consumption has become the leading sport consumption.Social stratification theory believes that a person’s social class,social resources and social background are all in different situations,which is an important embodiment of the interaction between an individual and the society.It is of great significance to study the differences and influencing factors of sports apparel consumption behavior among different social classes,not only to promote the development of sports consumption,but also to better promote the development of sports industry.This study sports clothing consumption behavior and influence factors as the research object,USES the literature material law,questionnaire survey method,mathematical statistics and logic analysis in the crowd sportswear consumption of different social classes the intrinsic attributes of consumer motivation,focus,external attributes and attitudes on consumer behavior were investigated,the results show:（1）There are significant differences among the upper,middle and lower social groups in consumption motivation,focus of inner attributes and attention degree of external attributes of sports apparel.In the consumption attitude,there is no significant difference between the middle class and the lower class,but there is a significant difference between the upper class and the middle class,and between the upper class and the lower class.Sportswear（2）in different classes the crowd the influence factors of consumer behavior survey,found that the services,facilities and personal factors,such as sports clothing consumption behavior of different class of people have different degree influence,in which service factors,middle and lower population movement on the social behavior of clothing consume all produce positive influence;Facility factors have a reverse impact on the upper and middle social groups;Personal factors have a positive impact on the middle and lower levels of society;According to the results of the survey,suggestions are put forward,such as optimizing the supply-side structure of sports apparel products,optimizing the market structure of sports apparel,increasing the economic basis of sports apparel consumption,aiming to promote the growth of sports consumption by balancing and improving the sports apparel consumption of different social strata.