Research On The Sports Consumption Behavior And Influencing Factors Of College Students In Wuhu City

With the continuous improvement of China's economic level and national economic income,sports consumption has become an important part of people's modern life.As the main force of sports consumption group in the future,college students occupy a certain proportion in the whole sports consumption market and play an important role.The sports consumption behavior of college students determines the development direction and overall trend of sports consumption in the future,and also relates to the overall cultivation and improvement of the comprehensive quality of college students.Therefore,pay attention to the sports consumption behavior of college students,analyze the factors that affect the sports consumption behavior,provide some theoretical reference for improving the sports consumption level of Wuhu City and promoting the development of sports consumption cause of Wuhu City,to a certain extent,it is conducive to the development of sports consumption market of Wuhu City,so as to provide reference for the smooth development of sports cause of our country.Taking college students in Wuhu City as the object of investigation,by using the methods of literature,expert interview,questionnaire,mathematical statistics and logical analysis,this paper analyzes the sports consumption behavior and influencing factors of college students in Wuhu City.The specific conclusions are as follows: 1)college students in Wuhu City recognize the healthy sports consumption concept,hold a positive attitude towards sports consumption,and make sports consumption As a part of daily life,some students support the sports consumption concept of "sports consumption training lifelong sports".2)The sports consumption motivation of college students in Wuhu City is diversified,mainly based on the consumption motivation of hobbies,physical fitness,rich spare time life,regulating emotion and relieving pressure.The vast majority of students have realized the positive influence of sports consumption,and there are significant differences in the sports consumption structure of students of different genders,origins and grades.3)The sports consumption structure of college students in Wuhu City is single,mainly in physical form,and the participation sports consumption can not become the main consumption structure of college students;the main way of physical sports consumption of college students in Wuhu City is network consumption,and there are obvious differences in the sports consumption structure of College Students of different genders,origins and years.4)Wuhu college students generally choose the amount of sports consumption below 50 yuan,the overall sports consumption level is low.In recent two years,the sports consumption level of Wuhu college students has not significantly improved,and there are significant differences in the sports consumption level of students of different genders and different source areas.5)Wuhu university students are generally satisfied with sports consumption and above.The main content of external dissatisfaction lies in the quality and price of sports products and after-sales service of the merchants.The main measures to deal with the external dissatisfaction of sports consumption are through communication and consultation with the merchants.A few students choose to maintain their consumption rights and interests,which shows that Wuhu university students are in consumption activities China's awareness of safeguarding rights according to law is still weak.6)Using factor analysis method to analyze the influencing factors of College Students' sports consumption,and finally determine four main component factors,namely,sports product service and economic factor,consumer factor,environmental factor,publicity factor;through regression analysis method,to explore the influence weight between College Students' sports consumption behavior and each factor in Wuhu city.In view of the existing problems,the following suggestions are put forward: 1)the school should do a good job in physical education,actively build a campus sports culture atmosphere,improve the number of sports population,help college students to establish a sense of fitness and life-long sports,and promote college students to form a good habit of sports exercise and sports consumption;2)the government departments should increase and optimize the sports consumption structure of college students We should jointly hold high-level sports events and new-type sports activities to promote the diversified development of College Students' sports consumption structure;at the same time,we should strengthen the publicity and education of College Students' consumption rights and interests protection knowledge,and improve the awareness of College Students' consumption rights and interests protection;3)sports businesses should strengthen the protection of sports product quality and price system,and at the same time,we should do a good job in the maintenance of after-sales services to improve their health Education Consumption Satisfaction,promote the good development of the whole sports consumption market.4)Give full play to the advantages of media,increase the publicity of sports consumption,guide students to form scientific and reasonable sports consumption habits,and improve the sports consumption level of college students in Wuhu City.