A Study Of Factors Affecting College Students’ Sports Consumption Behavior In Changchun

With the development of our country’s economy and raising the level of percapita income, great changes have taken place in people’s consumption concept also,in the field of sports consumption has also become an important part in consumption.Economic life of contemporary college students as a facilitator, it is a special groupwith high levels of knowledge, is indispensable to influence the future socialdevelopment strength. Analysis and study on university students’ sports consumptionproblem, is reasonable in order to promote university students’ sports consumption,to meet the needs of the development of the college students’ overall health of bodyand mind to improve the school sports work, provides the theory basis for thescientific guide sports consumption.This article chooses the literature material law, questionnaire investigation,expert interview method, logical analysis and mathematical statistics method tosports consumption situation of changchun city college students to do a relativelycomprehensive analysis, mainly includes: the enrollment of college students in themain room, consumption structure investigation, physical activity levels, consumermotivation, consumption structure, consumption quality evaluation, subjective andobjective factors influencing the sports consumption analysis, etc.Survey:1. Changchun most of the college students to have more correct understandingof sports and sports consumption, but on the whole, changchun college studentshaven’t really aware of the sports consumption relationship with the quality of life.Most of the college students in changchun consumer behavior is not stable, there aresome irrational sports consumption behavior.2. Changchun college students’ sports consumption motivation shows diversecharacteristics, affected by multiple factors. Changchun city college students’ sportsconsumption motivation mainly sportswear, sports fitness entertainment, that changchun college students’ understanding of sports and sports consumption is notcomprehensive.3. The structure of sports consumption of the single, give priority to withphysical goods such as clothing shoes and hats, relies on an informational andparticipating sports consumption and sports consumption of unreasonableconsumption structure.4. Because the student the economic condition of each are not identical, lead tochangchun college students’ sports consumption level is not high.5. The poor quality of changchun city sporting goods or services, more than30%of the students in the process of sports consumption has unsatisfactoryphenomena appear, changchun sports goods quality is lower than the collegestudents’ expectations.According to the above situation, this paper puts forward the countermeasuresare: guide students to set up sports and sports consumption of the correct values,actively carry out the construction of campus sports culture, strengthening themanagement of sports consumption market, and actively promote the sportsconsumption, guide students to form healthy habits of sports consumption, increaseinvestment in infrastructure, to ensure the smooth implementation of national sportsrelated laws and regulations policy.