| Sports play a more significant role in average people's lives since China's success in holding the Olympic Games. Augmentation of people's living standard also boosts their demand for more sports in various aspects. Accordingly, sport consumption gradually account for one significant part in people's total consumption as their means of pursuing for entertainment and development. As a group of higher competence and backbone of the social development, college students are usually deemed as one of the major consumers in sport consumption. It is, therefore, considerably and practically significant to study and comprehend the motivation of college student's sport consumption so as to correctly guide their consuming behaviors and also to promote the development of sports industry.This article takes college students in City of Wuhan, Hubei Province as study objects, and makes comprehensive analysis on their sport consumption by means of documentation, questionnaire, interview, mathematical statistics and logic analysis. The present study mainly covers the following topics: leisure time of college students, main places where their sports behaviors take place, main motivation for their sport consumption, their consumption level, structure of their sport consumption, assessment on the consumption quality, affecting factor analysis, consumption market prediction and so on. Based on the investigation and analysis on sport consumption of college students, this article proposes corresponding counter-measures for the purpose of providing theoretical basis to augment the consumption level and to optimize the consumption structure of this group. The following results are acquired through the author's investigation:1. College students in Wuhan have a strong awareness of fitness and a concept of sport consumption. Meanwhile, they identify with the topic of sport consumption, holding that consumption in sports is worthwhile. Their consumption is made mainly on the motivation of fitness and entertainment, which reveals conformity with the function of sports: to build up bodies.2. Sport consumption has takes up quite an important portion of consumption by college students in Wuhan. However, the expenditure is generally low due to the restriction of their financial capability. Consumption level of college students is increasing, and is closely correlated with individual consumption. A group of college students tend to spend much in sports area. Generally and apparently, male college students consume much more than female college students.3. For college students in Wuhan, consumption in entities is obviously higher than consumption in service and the contents of the consumption is still rather simplex. Among the consumption, male college students spend apparently more in entities than female students, and consumption in services of male students is only slightly higher than that of female, which could be understood as great potential.4. Of the sports that Wuhan college students usually participate in, male students prefer competitive contests in groups involving net, such as badminton, ping-pong, volleyball, football and basketball. Compared with male students, females much more like sports which are less competitive, require no body contact and are provided with nets, such as ping-pong, badminton and volleyball.5. The aim of keeping fit and the demand for entertainment are the two main factors to stimulate college students' participation in sports, while in terms of restricting factors of sport consumption, disposable expenses poses as the main factor. In the course of sport consumption, college students show dissatisfaction with the price and consumption quality of sport consumables.This article starts the investigation from the aspects of awareness, motivation, level, structure & sports items, affecting factors, market prediction and so on to ponder over and to study sport consumption of college students in Wuhan, so as to clarify the problem and to objectively reveal the current status of their sport consumption.
|
PDF Full Text Request