Research Of Xi’an College Students’ Sportswear Consumption Behavior Based On The Theory Of Planned Behavior

Sportswear consumption market developed fast in domestic at present which showed a wide prospect. The study about sportswear consumption behavior of college students in Xi’an was key part in the paper. The influence factors of consumption behavior intention and the relationship between various influencing factors were studied based on an angle of psychology. It provided references for enterprises’ making market segmentation, determining consumer target groups and making market strategy etc.Firstly, the theory of planned behavior model was applied to set up the college students’ sportswear consumption behavior model. Then it was put forward to the research hypothesis, and designing the questionnaire, with the aid of statistical software IBM SPSS Statistics 19 and IBM Amos 21, descriptive statistical analysis, reliability analysis, validity analysis, exploratory factor analysis, correlation analysis, variance analysis and structural equation model analysis were used to analysis the survey data. And finally, the relevant conclusions were made.The results showed that:(1)The correlations were found between external factors EF and college students’ behavior attitude factor AT, subjective norm factor SN, perceived behavioral control factor PBC towards sportswear were significant and positive. The correlations were found between college students’ behavior intention factor BI and the college students’ behavior attitude factor AT, subjective norm factor SN, perceived behavioral control factor PBC towards buying sportswear were significant and positive. The correlation was also found between external factors EF and college students’ behavior intention factor BI was significant and positive.(2)There were no significant differences between college students’ sex and their behavior attitude factor AT, subjective norm factor SN, perceived behavioral control factor PBC towards buying sportswear. But significant differences were found between college students’ age, educational background and their subjective norm towards purchasing sportswear. It was also found that differences between college students’ major, monthly disposable income and their perceived behavioral control towards buying sportswear were significant.(3)The results in the structural equation model were showed that college students’ behavior attitude, subjective norm, perceived behavioral control have a certain degree of influence on their behavior intentions towards buying sportswear. And the most powerful impact on college students’ behavior intention to purchase sportswear was their subjective norms.(4)The correlations between external factors and college students’ behavior attitude, subjective norm, perceived behavioral control towards buying sportswear were also found in the structural equation model. And the correlation between external factors and subjective norm was maximum. In college students’ subjective norm to buy sportswear, the greatest impact was suggestions from their classmates and friends.(5)The external factors and individual features were added in the theory of planned behavior model in the paper. According to data analysis and structural equation model analysis, the college students’ sportswear consumption behavior model was able to predict college students’ behavior of buying sportswear.There were 18 pictures, 38 tables and 70 references.