Research On Sports Consumption Behavior Of Football Fans From The Perspective Of Symbolic Consumption

With the improvement of people’s living standards,the surging trend of national fitness,and the growing popularity of the national football market,football fans have more consumption choices.The arrival of the consumer society makes the sports consumption demand of football fans from practical to symbolic.Using the mixed research method of questionnaire survey method and in-depth interview method,combined with the theory of symbolic consumption,this paper conducts an in-depth analysis of the sports consumption behavior of football fans.This paper explores the current situation and influencing factors of football fans’ sports consumption,and analyzes the results using the theory of symbolic consumption.In the current situation of sports consumption,it is found that football fans have reached a new height in the level of sports consumption.Football fans are more focused on physical sports consumption in terms of consumption structure,and are more willing to buy physical products such as football shoes,football jerseys,and football peripherals.In terms of consumer demand,football fans no longer consume sports only for physical exercise,but also consider social factors such as status and identity.Through correlation analysis,chi-square test,one-way analysis of variance and other methods to analyze the influencing factors of football fans’ sports consumption,the study found that the income level and football fans’ sports consumption level showed a relatively strong positive correlation,age,The level of education has a negative correlation with the level of sports consumption.The higher the viewing time,the degree of support,and the frequency of participating in sports,the higher the level of sports consumption.The six factors of income,education,age,sports participation,degree of recognition,and viewing time are analyzed by variance with the five dimensions of "identity construction","level explicitness","wealth display","status manifestation" and "practicality".The performance of football fans in the five dimensions varies under different variables.Therefore,it is necessary to improve football consumption with product quality,guide football consumption with a rational consumption concept,and regulate football consumption with policies and regulations.