Research On Sports Consumption Behavior Of Xiangxi College Students From The Perspective Of Electronic Commerce

E-commerce is a new economic form, has great prospects for development. In the consumer as the core content of the sports industry is a sunrise industry, has great potential for development. Both as a hotspot socio-economic development, e-commerce as an entry point for research, university students sports consumption behavior as the research object, to promote the development of e-commerce, to promote the sports industry, sports Students rational consumer behavior have a significant effect. Since the characteristics of the student population itself, for which the phenomenon of e-commerce environment for consumer spending and actively participate in sports, for long-term development of e-commerce and sport consumption it has a profound impact.Based on the perspective of e-commerce Xiang Xi college students sports consumption behavior as the research object, has chosen the Xiang Xi district 5 undergraduate college students as the object of investigation of the six campus. Literature, expert interviews, questionnaires and other research methods, Xiangxi area of college students to analyze and study the behavior of e-commerce through participation in sports consumption. The main contents include: status of consumer behavior, motivation, content consumption, subjective and objective factors, and so on. By studying the results of certain research results: 1. E-Commerce by influencing changes in consumer and sports consumption behavior, thus fully involved in sports consumers living space to reshape the new sports sport consumer behavior patterns of consumption and thus have a positive and far-reaching impact on consumers of sports consumption behavior. Similarly, the sports sports consumption behavior of consumers in electronic commerce have dynamic role. Sports sports consumption behavior of consumers from the impact on the consumer end of the market related to e-commerce companies with a platform to promote e-business platform and professional design, to promote e-business and internet related adjust the market operation mechanism, changing marketing tools and so on, so as to promote the healthy development of e-commerce.2. Xiang-xi students basic situation of the survey, on the whole, living expenses Western Students at the middle level. Through e-commerce participation in sports consumption level of consumption is relatively low.3.Xiang-xi Students not only for e-commerce there is insufficient awareness of the problem; the sports consumption behavior also exists the problem of the lack of recognition.4. Students Sports Consumption Structure in Xiang-xi too simple. Western Students participating in sports consumption through e-commerce, sports clothing(including shoes, socks) sports equipment and sports consumption in kind mainly the largest share. Meanwhile, the Western College Students in e-commerce consumers are more economic role, in a buyer’s market, with online shopping way to route e-commerce platform, led to occasional participation in sports consumption. More than 90% of Western University Students Taobao, Lynx, Jingdong, such as integrated e-commerce platform for participation in sports consumption. And 28.79% of the students that perfect website, very easy to use is the biggest advantage of e-commerce platform and business.5. Sport Consumer satisfaction is not high. Both: There are 75.91% of Xiang Xi University Students’ satisfaction of their own participation in sports consumption level through e-commerce in general. The first two factors Students consumer satisfaction is the quality of products and logistics slower.6. The internal factors affect college students through e-commerce in Western participation in sports consumption commodity quality and price; external factor is the credibility of the evaluation of other consumers and businesses.