On The Analysis Of The Current Situation Of Sports Consumption Behavior Of The College Students In Guangxi Province

In modern society, the sports consumptions have become a major part in habitants'consumption and it has been accepted as worthwhile to spend money on health. The research into the college students'sports value outlook, their conscience of sports consumption etc, will give an enormous impetus to the development of the sports consumer market in colleges and the promotion of deepening the sports reform in colleges. It will also have an important influence on the development of the sports market in China.At present, the studies on the sports consumptions in China are mainly the theoretical and empirical studies. But reviewing these studies, we find that the studies on the sports consumptions of the college students in the Guangxi Province have been touched a little. This thesis analyzes and summarizes the materials concerning domestic consumption, sports consumption and college students' sports consumption based on the present facts, this dissertation makes a theory expatiation on the necessity of college student's sports consumption from understanding stage, purchase decision stage, use and appraise stage of the sports consumption process and go on to analyze the sport consumption actuality through studying seven universities in Guangxi Province by documentary method, visiting, questionnaire investigation, statistic method etc. The main contents include sports consumption motivation, structure, level, pre-purchase preparation, afterward appraising and main factors that affect consumption purchase. The aim is to offer some theory conference in promoting reasonable sport consumption of college students and the development of college sports consumption market of Guangxi Province.Through the investigation, our conclusions are as follows:1. The college student sports population accounts for a low proportion of the total number surveyed in Guangxi Province. Their main venues for sports training in schools are free, and the male and female students'physical exercise habit have significant differences.2. The investigation reveals: 98.13% percent students in Guangxi Province have the consumptive behavior. Many of them have a reasonable knowledge about all kinds of sports consumptive behavior. This indicates that college students in Guangxi Province have a high acceptability about sports consumptive behavior. However, this acceptability has not been really associated with the conception that sports are the investment for one's lifelong development. Therefore, this still needs further guidance. 3. Analysis from the sports consumption behavior:①There are kinds of motivation in sport consumption behavior. It's more accuracy to say that sport consumption behavior is affected by several motivations at the same time.②The college student in Guangxi Province have many channels to obtain sports information, newspapers and magazines, network, friends and classmates are the main channels.③The sports consumptions of the college students in Guangxi Province are low on the whole, and the sports consumption level varies obviously among the students who come from different regions and different sex.④The sports consumption of college students in Guangxi Province relies mainly on the material objects, among them the largest proportion is the sportswear.⑤62.88 percent college students are unsatisfied with the sports commodities, the high price and poor quality are the main factors. When their rights and interests are violated, most college students do not take reasonable actions to protect their rights and interest. This shows that college students do not have a strong conscious of right and law.4. Of the existing school sports consumer satisfaction analysis, the college students should hope that the consumer prices, teachers, and opening hours needed to be improved, and they show great enthusiasm in badminton, gymnastics, swimming, table tennis and other sports.5. Basing on the researches and studies, some strategies are provide in this thesis according to the states of their sports consumptions which can provide a theoretical guideline for the college students to consume in sports reasonably and form a habit of the lifelong sports consumptions.