An Investigation On College Students’ And Secondary School Students’ Motivation In Sports Consumption In Handan City

With the development of economy and society in our country, people’s livingstandards have greatly improved; people’s lifestyles have changed; the level ofconsumption and consuming awareness has undergone tremendous changes.Consumption in sports has occupied a certain position in people’s lives, and tend toexpand. People’s needs of sports and sports consumption are various and theirmotivation and ways of behavior are also different. College students and secondaryschool students are groups having a relatively high level of knowledge, and they arethe backbone of social development and one of the major groups of sportsconsumption.Taking more than68,000students from nine colleges and secondary schools inHandan City as research subjects, and according to analysis of their differentconsumption structure caused by their different genders, grades, school levels andfamily backgrounds, this paper investigates their sports consumption awareness,analyzes the present situation of their sports consumption, researches their motivationand needs in sports consumption, studies the major elements influencing theirmotivation in sports consumption in-depth, and reveals the degree of associationbetween them, to establish a rational and healthy sport consuming motivation,developing their scientific and rational sports consuming ideas and behaviors, helpingto create good social consuming habits and healthy consuming trends, and providingan important support for healthy and orderly development of sports industry andsports consumption in Handan CityThe following conclusions have been drawn after investigation and analysis:1. In Handan City, college students’ and secondary school students’ sportsconsumption motivations focuses on fitness and entertainment, fashion pursue, sportsskills study and so on.2. College students and secondary school students differ in sports consumptionwith different genders. Gender has a significant impact on consumption of sports.Boys’ sports consumption level is higher than that of girls. 3. Sports consumption situation of college students and secondary schoolstudents from different grades varies. Compared with four-year and three-year collegestudents, average yearly sports consumption of secondary school students issignificantly lower, which is due to lower overall consumption level and lack of sportsconsciousness and self-consciousness in secondary school students.4. Viewing from the length of time college students and secondary schoolstudents participating in sports activities, the time of boys participating in sportsactivities is significantly more than girls with a big difference. Compared withfour-year and three-year college students, time of secondary school boys participatingin sports activities are basically the least, but the overall gap is small. While time ofsecondary school girls participating in physical activities is much less than collegegirls, which is quite obvious.5. Economic conditions are the essential factors influencing students’consumption. College students with different origin differ in sports consumption.Motivation level in recreation and fashion of college students from cities is higherthan students from rural areas. Major cause hinders students from sports consumptionis economic condition. Secondly, lack of sports consciousness is another main causepreventing them from sports consumption. Thirdly, more than half of four-year andthree-year college students think that their leisure time is limited, which is anotherimportant reason preventing them form sports consumption. Finally,40%of collegestudents and secondary school students in Handan city think that lack of sportsatmosphere and lack of sports facilities is also an important reason hindering theirsports consumption, which requires the joint efforts of schools and society to resolve.This paper puts forward the following suggestions, based on the problems foundin the investigation:1. Schools should make full use of various media and communication channelsto make students clear that sports can improve quality of life, that sports can improvetheir physical quality, and that sports can establish their good habits of life. Schoolsshould actively develop students’ health awareness and ability to exercise byemphasizing the role of school sports. It should also strengthen the students’ sports consumption ideas, making them aware that sports consumption is the main form tomeet the needs of health, and the important way of improving quality of life.2. School should optimize the set-up physical education curriculum, allowingstudents to choose learning contents according to their interests, to achieve thepurpose of physical exercise and sports skills study by practicing systematically.Physical education teachers should teach students methods of physical exercise,develop them sense of self-training, and make them master scientific sports skills.3. College students have no fixed income, so schools should try to improve theconstruction of stadiums and sports facilities, to carry out rich physical fitnessactivities, sports and entertainment activities to develop students’ interest, attractstudents to participate in sports, and guide them to invest for health, promoting sportsconsumption.