| With the rapid development of China’s economy and the continuous improvement of national economic income,China has entered a well-off society in an all-round way.People’s way of life has changed significantly,and their consumption habits and consciousness have also changed quietly.Sports consumption has become an indispensable part of people’s modern life.College students as the main force of sports consumption in China,the study of their consumption behavior characteristics and influencing factors is related to the development direction of China’s future sports consumption,but also related to the overall cultivation and improvement of college students’ comprehensive quality.Therefore,this paper analyzes the characteristics and influencing factors of college students’ sports consumption behavior,in order to improve the level of sports consumption in Lanzhou city and promote the development of lanzhou city’s sports consumption cause to provide a certain theoretical reference.In this paper,625 college students from seven universities in Lanzhou were surveyed by using the methods of literature,questionnaire and mathematical statistics,and 521 valid data were obtained.On this basis,descriptive statistical analysis,one-way analysis of variance,independent sample T test and other methods are used to study the basic situation and differences of sports consumption behavior characteristics of college students in Lanzhou with different gender,grade,household registration type,place of origin,living expenses in the past year,whether they often participate in sports activities.Secondly,Pearson correlation coefficient was used to analyze the correlation between sports consumption level and sports consumption view,consumption structure and consumption satisfaction.Finally,quantile regression was used to deeply discuss the influencing factors of sports consumption.The main conclusions of this paper are as follows:(1)The characteristics of College Students’ sports consumption behavior in Lanzhou are as follows: the level of sports consumption,consumption view and Consumption Satisfaction of boys are higher than girls;The sports consumption level and consumption view of urban students are higher than those of rural students;The sports consumption level of students outside the province is higher than that of students inside the province;With the increase of grade,college students’ sports consumption view,consumption level and consumption satisfaction show a downward trend;With the increase of living expenses,college students’ sports consumption concept,consumption level and consumption satisfaction show an upward trend;College students who "often participate in" sports activities have the highest sports consumption view,consumption level and consumption satisfaction.There is no significant difference between "occasionally participate" and "never participate" sports activities.Among the structural types of College Students’ sports consumption,physical sports consumption is the main type,and its leading type is "buying sports clothing,shoes and hats".(2)The linear relationship between male students’ participating sports consumption,viewing sports consumption,sports consumption satisfaction and sports consumption level is closer than that of female students;The linear relationship between Freshmen’s sports consumption view,physical sports consumption structure,sports consumption satisfaction and sports consumption level is closer;The linear relationship between College Students’ sports consumption view,sports consumption satisfaction and sports consumption level is closer.(3)Among the influencing factors of College Students’ sports consumption level,gender,registered residence type and cost of living all have a positive impact on sports consumption level,and the impact is the most significant at the high score point;Grade has a negative impact on sports consumption level,which decreases with the increase of quantile,and has a greater impact on college students with high sports consumption level;The influence of source of students on sports consumption level is negative,which decreases with the increase of quantile,and has a weak influence on lower sports consumption level;Whether to often participate in sports activities has a positive impact on the level of sports consumption,and the impact is the most significant in the middle and high score points,indicating that the more you participate in sports activities,the higher the level of sports consumption.(4)Among the influencing factors of College Students’ sports consumption view,gender,type of registered residence,living expenses and whether they often participate in sports activities all have a positive impact on sports consumption view,and the impact is more significant in the low score;Grade has a negative impact on the concept of sports consumption,and has a greater impact on low quantile college students;The source of students has a negative impact on the concept of sports consumption,and has a greater impact on the median college students.Combined with the above conclusions,the following suggestions are put forward for college students’ sports consumption in Lanzhou:(1)The sports consumption structure of college students in Lanzhou is unreasonable,and the consumption structure needs to be further optimized.Targeted sports products to meet the sports needs of college students are provided for college students of different consumption types.(2)The improvement of sports consumption concept and consumption satisfaction can improve the sports consumption level of college students.In terms of sports consumption concept and consumption satisfaction,we should pay attention to improving the sports consumption concept and Consumption Satisfaction of male students,freshmen and college students who occasionally participate in sports activities,which is more effective to improve the sports consumption level.(3)For people with different sports consumption levels,the following suggestions are put forward: pay attention to improving the sports consumption level,reduce the difference of sports consumption level between different genders in the middle and high consumption levels of women’s sports consumption;Merchants should improve the quality and after-sales service ability of sports products and promote senior college students with high sports consumption level to actively participate in sports consumption;Schools should help college students establish the idea of "lifelong sports",especially improve the sports consumption concept of college students with high sports consumption in rural areas;The annual cost of living has a greater impact on high sports consumers.High sports consumers should establish a healthy consumption concept and avoid blind consumption in sports consumption;Mobilize the enthusiasm of "occasionally participating" and "never participating" college students to participate in sports activities,so that more college students can participate in sports consumption. |
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