Research On The Consumption Motivation Of Dance Sport Specialized Students' Dance Supplies

Today,the national fitness has become a national strategy,as a sport with unique charm,DanceSport is popular among the whole people,more and more people are taking an active part in dancesport,which drives the development of dancesport industry into a new stage of highquality development.As an important base for training high-grade specialized talents,universities which include dancesport specialized students has made important contributions to the development of dancesport theory,technology and industry,also play important role in the dancesport consumer market.As the main consumption component of sports dance products,irrational consumption behavior of dance products appeared in real life.Based on the previous research on college students' consumption of dancesport special college students' dance supplies,this paper combines the use characteristics of dancesport speciaized students' dance supplies,taking sports dance students of some universities in Wuhan city as the object of investigation,this paper used literature,questionnaire survey,mathematical analysis and other research methods to process the data through SPSS23.0,AMOS21.0 and other statistical methods such as project analysis and confirmative factor analysis that finally has formed the consumptive motivation scale of dancesport products.Through the descriptive statistical analysis of the data obtained from the questionnaire containing the consumption motivation scale,the author holds that:1.According to the order of intensity,the motive of consumption of dance supplies for sports dance is as follows: Self-expression motive,Pursuit of practical motive,Development of skills motive,Adjustment of psychological motive and showing off motive.2.In terms of gender,age,student source,family structure,part-time substitute for variables on sports dance special dance supplies consumption motives of comparative analysis,different gender,age,student source,family structures and part-time substitute situation of sports dance special dance supplies consumption motives are rendering differences.3.There are personal factors,social factors,enterprises and product factors that affect the motive of consumption of dance supplies.Personal factors include economic factors,gender and grade factors,personal artistic cultivation factors,social factors include sociocultural factors,social group-related factors(like family,classmates),enterprise and product factors include product quality,price,packaging,trademark and promotional activities of the enterprise.