Research On Sports Consumption Behavior Of Female University Students In Hunan

Sports consumption is a kind of economic activity on which people spend money for physical fitness, which plays an important part in their daily consumption seeking for self-enjoyment and self-satisfaction. It is also the economic behavior involving personal consumption via direct or indirect physical activity. In modern society, with people's ever-strengthening health consciousness, the sports consumption behavior has become a fashionable consumption behavior and it has been accepted as worthwhile to spend money on health.Targeting female university students as a consumption group to investigate and analyze their sports consumption behavior, this dissertation's research result will help to promote the physical health of female university students and improve their population quality. Thus, females' sports activities and sports consumption behavior will be better carried out and developed.This dissertation has referred to a large quantity of literatures and documents, applied several research methods, such as the questionnaire, statistics and logic induction, made a macro analysis of the sports consumption behavior theoretically, and carried out a detailed research on the sports consumption behavior with female university students in Hunan Province as object.The conclusions are obtained as follows:1.Female university students in Hunan Province have established a relatively right opinion to sports consumption and had relatively sensible sports consumption concept, listed proportionally as rational consumption, prudent consumption, fashionable consumption, extravagant consumption. The consuming structure is generally rational.2.Analysis from the sports consumption behavior: First, the average female university student spends 194.7 Yuan on sports consumption, which is not high. And the sports consumption level varies obviouslyamong the females of different grades. Second, their sports consumption types are divided into material object consumption, participation consumption and appreciation consumption. Among them, material object consumption is mostly chosen, followed by participation consumption. Third, this dissertation has made an R type factor analysis on their sports consumption motivation, finding out six main factors: material object demand factor, aesthetic and entertainment factor, physical health factor, sociality factor, sports achievement factor and unrealistic comparison consumption. Female university students have various sports consumption behaviors due to different motives, and several motives mixed together affect their purchase decision. Fourth, their consumption information channel comes mainly from personal experience source and human relation source, then sports commercials, and last comes the mass media's influence such as TV, internet and merchandise display and salesperson. Fifth, over half of the females are satisfied with their sports consumption. Those dissatisfied are mainly because of the sports consumption price, quality and the service of the gymnastic business.3.Their sports consumption behavior have such psychological characteristics as maturing consumption psychology, following the trend and consumption psychology plasticity, and the behavior characteristics of sports consumption as well defined as stage, variety, fashion and individualism.4.This dissertation has analyzed the factors influencing their sports consumption behavior and come to the conclusion that individual factor, environment factor, propaganda factor and sports market factor are the essential factors influencing sports consumption behavior of female university students in Hunan Province.