A Study On The Influencing Factors Of Sports Consumption Choice Tendency Of Nanjing University Students

Sports consumption has already become an important trend for the development of the residents’ consumption in our country. Sports consumption as the development of physical quality, realize the important way to physical and mental health, has gradually become an important part of contemporary life consumption of residents. In this paper, through the study on the influence factor of sports consumption choice tendency of college students in Nanjing city as the breakthrough point, to explore the key factors influencing the sports consumption choice tendency, so as to reasonable sports enterprises and merchants and the promotion of college students’ sports consumption provides a train of thought.Based on Nanjing college as an example, this paper USES the literature material law, questionnaire survey and mathematical statistics research methods, such as the influence factors of sports consumption choice tendency for college students to study. And the consumption choices of consumers tend to be divided into rational consumption and impulsive consumption, in order to more fully capture the key influence factors. Through the establishment of influence factors and the choice of sports consumption tendency of related assumptions, by using descriptive statistics, factor analysis, regression analysis and other analysis methods, the relationship between influencing factors and the choice of sports consumption tendency the rationality of the hypothesis. Through comprehensive analysis, the conclusions are as follows:1. This article through to consumption, sports consumption and Howard-Sheth model analysis summary, according to the process of selecting the tendency to form sports consumption, established the conceptual model of the college students sports consumption tendency.2. In the conceptual model test results as a starting point, through empirical research, it is concluded that the influence of Nanjing university student sports consumption choice tendency of six factors, namely "quality and environmental factor," time and group "factor," brand and the differences between "factor," the quality and fashion "factor," conformity and trust "factor," information and rely on "factor.3. Gender, grade and control cost impact on impulsive consumption choice tendency is obvious; On gender, grade, control cost of rational consumption choices tend to be effect is not obvious.4. The "quality and environmental factor," conformity and trust "factor and" economy and the dependence on "factor is the important factors influencing the rational consumption choice tendency. "Time and group" and "the quality and fashion" factors are the important factors influencing the impulsive consumption choice tendency. "Brand and the differences between" factors was not significant effects on college students’ sports consumption choice tendency.Finally, this article in view of the Nanjing university student sports consumption choices tend to be the key influence factors, puts forward the reasonable Suggestions to promote the development of Nanjing university student sports consumption.