Study On Sports Consumption Behavior Of College Students In Gansu Province

With the rapid development of China's market economy since the reform and opening up,people's quality of life has been significantly improved and improved;people's lifestyle has changed significantly compared with the previous,and people's consumption demand and consumption awareness have also changed significantly.With the vigorous development of sports industry and the promotion of people's health awareness,sports consumption plays an increasingly important role in people's daily life.From a social point of view,college students are a special group,but also an important part of the sports consumption group,which has a huge impact on the future sports consumption.Based on the theoretical knowledge of sports consumer behavior and consumer behavior,this paper takes the sports consumer behavior of 12 college students in Gansu Province as the research object,and studies the sports consumer behavior of college students in Gansu Province by various methods,such as literature and factor analysis,mainly from the sports consumer view,sports consumer motivation and sports consumption of college students in Gansu Province The structure,sports consumption level,sports consumption mode,sports consumption influencing factors and other stages are studied in depth.With the help of this study,I hope to understand the current situation of sports consumption behavior of college students in Gansu Province,summarize the characteristics of sports consumption of college students in Gansu Province,and provide feasible suggestions from various aspects for the unscientific and irregular sports consumption behavior of some students in the survey and the irregular sports consumption disorder in the sports consumption market.The results show that:(1)Most of the college students in Gansu Province can have a scientific and reasonable understanding of sports and sports consumption,and they are more recognized on the concept of lifelong sports.Most of the college students can realize the value and necessity of sports consumption ideologically.The sports consumption motivation of college students in Gansu Province is diverse,mainly based on the survival sports consumption motivation.(2)College students in Gansu Province have a certain understanding of the importance of information preparation before sports consumption,but the proportion of students who can make full preparation before sports consumption is relatively low: to some extent,this will reduce their satisfaction with sports consumption and the effect of sports consumption.(3)The overall level of sports consumption of college students in Gansu Province is mainly concentrated in the 50-200 yuan section every month.At the same time,there are differences in the level of sports consumption of college students between genders and source areas.The level of sports consumption of male students is higher than that of female students.There are obvious differences in sports consumption structure among college students in Gansu Province,but the consumption structure is not reasonable enough,so it is necessary to optimize the sports consumption structure.(4)In the factor analysis of many factors affecting the sports consumption behavior of college students in Gansu Province,the final five main factors are determined as their own factors,environmental factors,publicity factors,market factors,business factors.(5)Most of the college students in Gansu Province have expressed dissatisfaction in the process of sports consumption,among which poor quality,purchase of fake goods and other factors are the main reasons for the dissatisfaction of college students.The consciousness of safeguarding rights of college students in Gansu Province is weak.Recommendations:(1)guide students to form a scientific and reasonable concept of sports consumption and rational consumption.(2)strengthen lifelong physical education and guide college students' habits of lifelong sports consumption.(3)the government departments should strengthen the supervision of the market and the improvement of relevant laws and regulations,and the school should strengthen the publicity of students' relevant laws and regulations.(4)improve the satisfaction of students' sports consumption and guide diversified sports consumption.