Study On Sports Consumption Behavior Of College Students In Shaanxi Province

Sport is an important part in contemporary college student life.Sport products and sport service have satisfied the body and metal needs in shaanxi universities.It has a positive influence on enriching the daily dressing,strength the body quality,enriching the spare time and so on.In recent years,with the development of sports industry and improvement of the sports health consciousness,sport consumption has become a necessary part of people everyday life.In the 19^th National Congress of CPC,President Xi has proposed that we need to carry out the national fitness activities,promote the development of sport power,be ready to host the Beijing The Winter Olympics and Winter Paralympic Games.During the rapid development of sports,the sport consumption concept and s ports consumption behavior of students in shaanxi colleges and universities have also changed quietly.In this paper,on the base of consumer behavior,we have used the methods such as questionnaire investigation,literature material method to study the sport consumption level,structure,motivation,influence factors in student sport consumption,in the meantime,we have also study the sports consumption demands,pattern,consumption willingness and consumption satisfaction of shaanxi college students.It is supposed that with the aid of the research,we can know the sport consumption situation of shaanxi college students,include the consumption characteristics,find out the unscientific consumption behavior and the existing haphazard consumption phenomenon,so that we could put forward some suggestions to improve the student consumption behavior,guide the students of shaanxi university to have a deep understanding of sports consumption and establish a healthy consumption view of sports and improve the sports consumption effect.On the other hand,we can strength the company duty consciences,make the consumption market more standard and promote the development of sport industries.It is found in the research that Sports cognition and behavior doesn't match in shaanxi college student,the sport consumption behavior is shown random among student;the students have strong desire for sports consumption and the consumption structure has evident difference;the sport consumption channel and motivation show diversification;the sport consumption satisfaction is low and the student lack the awareness of right.In order to solve the problem above,we have proposed the suggestions from four aspects?student,university,company and government?:?1?the student need to build the rational consumption concept and improve the sport consumption discriminability;?2?the college need to reform the sport teaching and build more sport facilities;?3?the company need to obey the sport market rules and guild the consumption more diversification;?4?the government need to make the consumption rules more perfect and propagate the legal knowledge.