Hulunbeier City Collegiate Athletic Consumer Behavior Research

In recent years, with the establishment of the physical fitness conceptand the promotion of national fitness campaign, as a fashionable socialphenomenon，sports consumption has taken over a certain and growingproportion in people’s lives consumption with the increasingly outstandingcharacteristics of the socialization and adaptation. The sports consumption hasbecame a hot issue in academia. With the impaction of the market economyacting on the college, the sports consumption behavior of university student isinevitable. Most of the college students now are born in the late1980s andearly1990s, they are about to become the main force of social consumption inthe future. It is worth for the economics profession, especially sports workersto study and discussion in the sports consumption behavior of college studentswhich having high cultural accomplishment, active way of thinking andstrong subjective consciousness. I have searched on the Chinese HowNet andthe other large database and I found a lot of articles which researching thecollege sports consumption behavior, but there are a few of articles in thefield research and the Hulun Buir City Students’ Sports Consumption whichhave the faultiness to reflecting the Hulun Buir City college students’ sportsconsumption behavior characteristics and problems intuitively and precisely.We can grasp the sports consumption psychology, the behavior motivation,characteristics and the other information of college students in this paper bythe in-depth investigation and quantitative statistical analysis in the consumerpoint of view, strive to find out more positive factors to guide college studentsto establish good sports awareness and consumer attitudes and cultivate theirreasonable sports consumer psychology and behavior which contribute toshape the favorable social sports consumption habits and healthy consumertrends and also provide a useful reference for promoting the development ofphysical education in colleges and universities.In this paper, I study on the Hulun Buir City Collegiate Athleticconsumer awareness, motivation, consumption structure, the consumption level of satisfaction and influencing factors by using the methods ofdocumentation method, questionnaire and mathematical statistics. The surveyresults show: the vast majority of Hulun Buir City college students have thereasonable athletic consumer awareness, sports consumer behavior and higherdegree of recognition of the sports consumption, but the concept of "lifetimesports" has not become universal which needed further guidance; the athleticconsumption structure of college students is singleness in Hulun Buir Citywhich is mainly sports physical Consumer and smaller proportion of sportslabor consumer, sport information consumer, participation consumer andgame sports consumption share, but it still have the great development space;the portion of the level of less than200Yuan that college students in HulunBuir City spending in the sports consumption is accounted for66%in the lastyear,the portion of the level of more than200Yuan that college students inHulun Buir City spending in the sports consumption is accounted for34%inthe last year, thus the overall level of sports consumption is still low.On thebasis of the above conclusions,I concluded a series of countermeasures whichcan lead more reasonable sport consumer behavior in Hulun Buir City collegestudents. I proposed the advice that we should guide students establishingcorrect concept of sports and sports consumption values in both they self andexternal environmental factors. Construction of the positive campus sportsculture, the management of sports consumer market, the publicity of sportsconsumption significance, the smooth implementation of the nationalsports-related laws and regulations are all the effective measure to help thecollege students build healthy sports consumption habits.