Research On Fans Sports Consumption Behavior And Guiding Strategies Of College Students In Shandong Province

Through the research on the current situation and guiding strategies of college student fans' sports consumption in Shandong Province,to guide the College Student fans' sports consumption developing healthy and sustainablely,and ultimately achieve the overall improvement of College Students' sports consumption.This article mainly conducts the research using the method of literature,questionnaire,logic analysis and mathematical statistics,issued by the online survey,analyzed fans' Sports Consumptive Behavior of university students,and compaire with the ordinary College Students' sports consumption.The SPSS22 software was used to deal with the questionnaire data.The following conclusions are drawn:(1)There are significant differences between the sex,grade,professional,regular exercise and living expenses in whether the fans sports consumption and the level of fans sports consumption,which shows that the fans' sports consumption and the level of fans' sports consumption are influenced by many factors.(2)The fans of sports stars are more likely to have a sense of psychological loss after missing their idol activities.The fans of sports brands are more likely to get the satisfaction of consumption;and there is a certain proportion of consumption needs unmet,indicating that the consumption potential can be excavated through guidance.(3)The main sports consumption of college students is mainly to meet the sports demand,but compared with the ordinary sports consumers,the proportion of social demand increases.It shows that the college students' fans' sports consumption is paying more and more attention to the value outside of sports,and the concept of sports consumption is also changing.(4)College students get the latest information of idols mainly through Internet news information,and the proportion of "fans" is not very high in the group of college students.(5)In the structure of college students' fans sports consumption,the physical type sports consumption is still the maximum part,but compared to ordinary sports consumption,the proportion of ornamental sports consumption and participatory sports consumption increases,and the consumption structure is more optimized.(6)The satisfaction of the fan sports consumers to their own fans consumption is not high,and in certain economic conditions,the satisfaction of the fans sports consumption will not increase greatly;the consumption tendency is consistent with the sports consumption motivation of the college students.(7)In the influence of consumption factors,the factors affected by economic conditions have the highest proportion,indicating that the college students' fan sports consumers still have higher consumption demand.(8)This paper puts forward the countermeasures to guide the sports consumption of college students in Shandong Province,and systematically discusses the guiding objectives,tasks,contents,organization and measures.Mainly from the policy orientation,market supervision,university,society,media,sports stars and brand combination of comprehensive consumer education guidance and other aspects to make countermeasures.