Research On The Decision-making Process Of College Students' Sports Consumption Behavior In Chengdu

Based on the consumer behavior theory, this thesis analyzes the decision-making process of college students' sports consumption behavior in Chengdu, aiming at finding out the problems of sports consumption of different college students by means of questionnaire. The findings of this thesis will improve the non-rational behaviors of college students, help them to carry on healthy and rational sports consumption, better the effect of sports consumption and, at the same time, provide lessons and theoretic base for a in-depth reform of sports education in college. The following conclusions are drawn from this thesis:The sports consumption consciousness and the sports attitude of post-graduates are more active than that of academy students and undergraduate students.Universities in Chengdu attach a great significance to the construction of sports culture on campus and often organize abundant after-school activities, including sorts of introschool games and Sport Day in which a lot of students get involved. This plays a very aspiring effect to spread the concept of "life-long sports" among students.In terms of college students' access to the information about Sports Consumption, college students with a higher education use the Internet more frequently than others methods. Post-graduates have relatively better consciousness of risk, and also stronger rational sense of their sports consumption.The characteristics of sports consumption structure of college students in Chengdu are as follows: the structure of the sports consumptions is monotonous; in sports consumptions, the percentage of material model is higher than that of participation model and watch model. With the restriction of field, equipments and teachers, many newly rising sport items have not been covered in the content of colleges' sport classes, and, hence, bringing a result that the number of college students who spend money on these items is relatively small.Based on the result of college students' sports consumption satisfaction status, it is found that students have a relatively low degree of satisfaction and lack the knowledge of the rights and interests of consumers and the knowledge of law.The measures and solutions based on those conclusions mentioned above are as follows: With the guidance of rational sports consumption behavior in sports classes, sports theory lectures and other forms in colleges and universities, college students will build up the concept of "the sports consumption is the investment to the future".It is necessary for sports department to quicken sports teaching reforms in colleges and universities, to improve sport facilities, to increase investments in sport facilities and to prompt students to form a positive attitude towards sports consumption.It is also indispensable to strengthen the construction of sports culture in colleges and universities, and enhance the awareness of internal groups toward sport education. Some universities can organize high-level athletic teams, in order to get excellent achievements in high-level games.It is necessary to develop and cultivate a sports consumption market suitable to college students, lead students to have sports consumption behaviors initiatively and spontaneously, encourage diverse sport products to meet different needs, reduce the cost of products, regulate a reasonable price to stimulate consumptions.