Investigation And Analysis On The Sports Consumption Of University Teachers In Henan Province

The economy of our country has been in rapid development for thirty years since the implementation of reform and opening up policy. In addition, our country has implemented reforms on the urban health care system and pension system. In order to reduce medical expenditure, people have quietly formed a kind of consumption concept that"it is better to spend money in fitness than in medicine". With the in-depth promotion of"National Fitness Program Outline"and the success of the 2008 Beijing Olympic Games, people's sports consumption awareness is deepening, the forms of consumption is more diverse and sports consumption has taken a larger and larger proportion in the whole of people's life consumption.With the following methods including literature, investigation and data analysis, this article pays close attention to the emphasis on physical exercises of university teachers in Henan Province by way of analyzing their sports consumption behavior. It analyzes the sports consumption situation of university teachers in Henan Province from the following aspects: the situation of their participation in sports exercises, the current situation of sports consumption and the influencing factors of sports consumption, thus to grasp the main features of the sports consumption behavior of university teachers in Henan Province. It helps to improve, organize and regulate the sports consumption of university teachers, and helps to better guide them in conducting sports consumption actively and reasonably as well as taking health investment initiatively and scientifically. For the existing problems, it puts forward corresponding countermeasures.and elicit the concluded:1. The college teachers in Henan Province take a positive attitude towards physical exercise. They are enthusiastic about physical exercise and most of them are willing to take part in it.2. Out of different consumption needs, the college teachers in Henan Province conduct different types of sports consumption behaviors. And the combined effect of various motives exerts an influence on their purchase decision.3. For the college teachers in Henan Province, the consumption of material objects occupies the dominant position of their sports consumption. Their consumption is mainly used for physical exercise while they invest much less in higher levels of sports consumption, such as sport appreciation.4. The lack of leisure time is the key factor that affects the sports consumption of the college teachers in Henan Province. They don't have too much time and energy to participate in physical exercise, thus there is no power for sports consumption.5. For the college teachers in Henan Province, the regional disparity of their sports consumption is not so obvious.6. Personal experience, the influence from friends and collegues and the information in sports advertisement are the main sources for the college teachers in Henan Province to acquire information about sports consumption.7. The sports comsumption of the college teachers in Henan Province are in a higher quality. Most of them would like to purchase authentic clothing and equipments, and they are willing to get the psychological satisfaction by spending money.