| Sports consumption is a new force for economic development.The sports consumption behaviour of students in colleges and universities has an important influence on the sports consumption market.Therefore,the study of the main factors affecting sports consumption and the analysis of the characteristics of consumer groups is the foothold for the formulation of policies,paths and ways to promote sports consumption,and is the theoretical basis for promoting the development of the sports industry.Different sports groups have different characteristics,abilities and demands,and as a large group of sports consumers,it is particularly important to study the differences of their groups,which have important practical significance:(1)it is conducive to improving the quality of sports consumption and urbanisation;(2)it is conducive to coping with the current situation of lower sports consumption brought about by the impact of the epidemic,and enhancing economic strategies in the new era;((3)it is conducive to the "living of sports" among university students and the development of university sports construction;(4)it is conducive to the promotion of university students’ participation in sports and fitness and the promotion of the strategy of "Healthy China" as a whole.This study is based on the comparative study of "differences in consumption groups",taking students majoring in physical education and students not majoring in physical education in six colleges and universities in Shanghai as the subjects of investigation,using literature,expert interviews,questionnaires,mathematical and statistical methods and comparative methods to conduct a comparative study on the sports consumption behaviors of the two groups and their influencing factors.Conclusion:(1)Sports consumption level: the overall sports consumption level of sports majors in Shanghai universities is higher than that of non-sports majors;male students majoring in sports have the highest sports consumption level,while female students majoring in non-sports have the lowest;(2)Motivation of sports consumption: The overall motivation of sports consumption of students majoring in sports and non-sports majors in Shanghai colleges and universities is relatively positive,and the main motivation of both majors is "love sports" and "promote physical and mental health";in addition,students majoring in sports focus on In addition,PE majors focus on "personal professional needs" and "improving sports skills",while non-PE majors tend to engage in PE to"build a good body" and "enrich their The influence of majors on students’ sports consumption motivation is greater than that of gender,and the difference between the two groups of students’ sports consumption motivation is significant at the junior level,while it is more similar at the senior and master level.(3)Structure of sports consumption: Sports consumption of both sports majors and non-sports majors in Shanghai is mainly "physical",while sports majors consume more "spectator" sports and non-sports majors consume more "participatory" sports."In contrast,non-sports majors and females tend to be more "participatory".(4)Perceptions of sports consumption: There are some differences in the perceptions of sports consumption between sports majors and non-sports majors in Shanghai universities,but the overall perceptions are positive,with sports majors perceiving it as "a necessary part of their lives" and non-sports majors perceiving it as "a positive choice to promote health".(5)Preparation for sports consumption(5)Readiness to consume sports: The similarity between the readiness to consume sports of sports majors and non-sports majors in Shanghai universities is that both groups have the largest number of students who engage in "scientific consumption",while the difference is that non-sports majors tend to "follow consumption" more than sports majors.The difference is that non-sports students have a slightly stronger tendency to "follow consumption" than sports students.(6)Evaluation and treatment of sports consumption: Shanghai university students are more satisfied with their sports consumption,with higher levels of satisfaction among students majoring in sports.However,non-sports majors are also more concerned about other aspects such as friends’ and relatives’ comments,after-sales service and buying fake products;sports majors mainly choose to "return or refund" when they are dissatisfied,while non-sports majors choose to return or refund,unused products,resell others Influencing factors(7)Influencing factors: The main influencing factors of sports consumption behaviour of sports majors and non-sports majors in Shanghai universities are: the objective consumer factor,the subjective consumer factor,the environmental factor,the sports product and merchant factor,the sports market and industry development factor and the publicity factor;the sports consumption level of sports majors is significantly driven by the objective consumer factor,the subjective consumer factor and the environmental factor,while non-sports majors are significantly driven by the two consumer factors.Physical education majors are promoted by two consumer factors and the sports product and merchant factor;in terms of love,health and body image pursuit,physical education majors’ sports consumption motivation is mainly influenced by the consumer subjective factor and the environmental factor,while non-physical education majors are influenced by multiple aspects of the consumer subjective factor,the sports product and merchant factor,the sports market and industry development factor,and the publicity factor;for For sports majors,the objective and subjective consumer factors clearly promote ’spectator’ sports consumption,while the subjective consumer and environmental factors promote’participatory’,and for non-sports majors,sports consumption is more likely to be’spectator’ than ’participatory’."For non-sports majors,the sports product and merchant factor and the promotional factor promote ’physical’ and ’participatory’sports consumption more than ’spectator’ consumption.Based on the findings of this study,the following recommendations are made:(1)schools should focus on guiding students to form a scientific view of sports consumption and pay attention to the construction and development of the campus sports environment;(2)the government should increase its supervision of the sports market to effectively protect students’ rights and interests;(3)sports enterprises should pinpoint consumer groups,optimise sports products according to their needs,focus on controlling product quality,improve students’ satisfaction with sports consumption,introduce student discounts as appropriate,and continuously improve their products.Appropriate student discounts should be introduced and after-sales services should be continuously improved. |
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