| With the continuous development of China’s economy and the continuous improvement of people’s living standards,people’s pursuit of their own health and body is increasingly enhanced,and the awareness of physical exercise is gradually enhanced.With the support and guidance of national policies,the vitality of the sports market stimulates consumption enthusiasm,and sports consumption has become the pillar of the sports industry.Under the background of rapid development of information and technology,network digital platform is becoming more and more perfect and mature.The organic combination of Internet and sports makes online sports consumption become an important consumption way of sports consumption.Among the numerous consumer groups,college students are more likely to accept new things because of their young and highly educated background,and gradually become the backbone of online sports consumption.As a hub city in central China,Wuhan is an important cornerstone to promote the steady development of China’s sports industry.There are more than 1 million college students in all kinds of colleges and universities in the city,which has a huge online sports consumption market and potential reserve force of online sports consumption.However,with the rapid development of online sports consumption,there are also problems such as low consumption level,imperfect consumption platform,single consumption content and lagging consumption concept.Therefore,it is particularly necessary to study the online consumption behavior of college students when expanding domestic demand and promoting the continuous development of sports industry today.Based on the national policy guidance,to promote the sports consumption of sports consumption as the breakthrough point,to network with network sports consumption behavior of college students in wuhan city as the research object,based on the consumer behavior theory,USES the literature material,questionnaire survey and mathematical statistics research methods,such as the network of college students in wuhan sports consumption behavior research,Multiple response analysis was used to describe the current situation from the aspects of consumption motivation,consumption purpose,consumption content and consumption environment,and to discuss the problems existing in online sports consumption.Constructed on this basis,tthe index system of influencing factors of wuhan university students’ online sports consumption behavior is constructed,and the factor analysis is carried out to extract four common factors that affect online sports consumption behavior,namely "platform environment factor","consumption motivation factor","consumption subject factor" and "publicity factor".After analysis,this paper discusses the influence of various factors on online sports consumption behavior,and puts forward corresponding suggestions and countermeasures,in order to provide theoretical basis and practical guidance for further promoting the benign and sustainable development of college students’ online sports consumption and the high-speed and high-quality development of sports industry.The conclusion of this paper is "platform environment factors","consumer motivation factor","consumption subject factors" are the network there is a significant positive influence on sports consumption behavior,however,"propaganda factor" has no obvious positive influence on online sports consumption behavior,thus put forward the following countermeasures: 1,the innovation network platform,consumption increases the individuality service;2.Strengthen consumption motivation by referring to their own economic conditions;3,improve the awareness of network security,avoid false consumption;4,introduce professional sports talents,scientific publicity and marketing. |
