Research On Sports Consumption Behavior Of College Students In Harbin

Nowadays,with the increasing development of our economy,the living standard of Chinese people has been improved remarkably.Sports are playing an important role in our daily life.It became a major way of keeping physical and mental health and improving living quality.Sports have changed not only our life style,but also our consumption concept.The increasement of sports participation has drove the need of sport consumption which gradually becomes an important part of our daily consumption.The view that investment of sports is the investment of health has been accepted widely.It has prospered the sport consumption market.As the major part of the sports development,College students are playing an important role in sport consumption market.Their sport consumption behavior decides the orientation and trend in development of our future sport consumption.It’s necessary for us to do a deep research for the behaviors of sport consumption of college students.It’s not only good for the development of our sport consumption market,but also helpful for the development of sports and education business.This study uses the methods of documentations,questionnaire surveys,mathematical statistics,and logical analyses.By distributing questionnaires to Non-sports students from 10 normal high schools of Harbin to have a deep research of their sport consumption behaviors,the writer mainly discussed their participation status,consumption pattern and its influencing factors,behavioral intention of consumption and its influencing factors in this study,as well as putting forward the rational proposals.The results revel:(1)The participation in sports of Harbin college school students should be improved.The exercising frequency of the majority is only once or twice a week.It will be work to improve the level of sport participation,if high school students have an active attitude to sport participation,if they can try various sport participant forms and if they have good sports skills.It is the high level of sport participation that will influence the sport consumption behavior of college school students significantly.(2)The sport consumption level of Harbin college school students remains low,with the average sport consumption of 50-100 ￥ monthly,and 600-1200￥ annually.It shows that the differences of sport consumption vary from gender,region and grade.At the same time,students’ attitude toward sports,weekly exercise frequency,skill standard,sport participant form,and monthly income status will affect their sport consumption.(3)The structure of College Students’ sport consumption in Harbin presents a state that "the material consumption is the main,and the non-material consumption is the supplement.".Physical sport consumption occupies a dominant position in the structure of College Students’ sport consumption,followed by participatory sport consumption,and finally the ornamental sport consumption.There are gender differences,regional differences and grade differences in the sport consumption structure of college students in Harbin.The degree of College Students’ preference for sports,the frequency of weekly physical exercise,the degree of mastery of sports skills,the forms of sports participation,and the monthly income structure will have an impact on the sport consumption structure.(4)The various needs in sport consumption of Harbin college students led to the varieties of sport consumption intention,with the concept "keep body health and good shape" and "enrich leisure life" as the main intention of sport participation and consumption.(5)Among the subjective factors affecting college students’ sport consumption behavior in Harbin,the order of influence degree from strong to weak is: personal economic basis,personal sports interests,personal leisure time,personal sport consumption habits,personal sports skills mastery.Among the objective factors,the order of influence degree from strong to weak is: the price of sport consumer goods,the quality of sport consumer goods,the quality of sport consumption service,the environment of sport consumption,the campus sports atmosphere,the celebrities,and the advertising effect.Economic factors are the main factors that affect the sport consumption behavior of college students in Harbin.