| At present,the level of sports competition in China as a whole is improving,the process of sports industrialization is accelerating,the utilization rate of sports resources is also increasing.Sports industry and national economic development is closely related,which is a major feature of sports development,China's athletes in all kinds of international arena to achieve excellent results,much attention and favor of business enterprises,in such a social background,there is a phenomenon of sports star endorsement.And sports stars as a category of stars,but also in the current popular fan economy under the influence.The prosperity of the Internet,makes a series of new things come to people's eyes,"fans" is one of them.Fans the rapid growth and development of consumption has gradually formed a fan economy.This article will investigate and analyze the present situation of sports consumption of college students in Shanghai through the perspective of fan economy,from the investigation of the basic situation of sports consumption of college students in Shanghai,the attitude of the endorsement of sports stars and the present situation of sports fans and Influence of sports star endorsement on sports consumption of college students in Shanghai from the perspective of fan economyand other aspects of the expansion,found that the fan economic perspective of sports star endorsement in Shanghai college students sports consumption of the impact of the advantages and disadvantages,and then to guide their health,sustainable development,to establish the correct concept of consumption and cultivate the idea of lifelong physical education,the final realization of college students' sports consumption positive health improve.This paper using the method of literature,questionnaire,logic analysis and mathematical statistics,through the online questionnaire distribution,to investigate the current college students fan sports consumption behavior and ordinary sports consumer behavior,and through the comparative analysis of the two,more clearly reflect sports consumption status.Use SPSS 25.0 to questionnaire data processing.The results of the study show that sports star endorsements have an impact on sports consumption concept,sports consumption content,sports consumption behavior,sports consumption motivation.Among the sports fans of college students,the proportion of joining the fan community and spending money should be low,which shows that the proportion of sports fans who are completely affected by the fans'economy and irrational sports consumption is lower,and the practical consumption still occupies the theme in the fan economy environment.Sports star endorsement will have an impact on the sports consumption of college students in Shanghai,mainly manifested in:improving the level of sports consumption of college students in Shanghai,promoting the personalized behavior of sports consumption of college students in Shanghai,and expanding the scope of sports consumption of college students in Shanghai.Through the investigation of Shanghai university students,there are significant differences between different genders,majors,learning and other factors in the production of fan sports consumption and sports consumption level,which indicates that college students'sports consumption and its level are affected by many factors.At the same time,it is also understood that Shanghai college students to improve physical fitness and mental health through sports consumption is still a positive attitude.The main sports consumption of Shanghai college students is physical sports consumption and participatory sports consumption,ornamental type and participation consumption also have a large proportion of the number of people,indicating that the consumption structure is more optimized,Shanghai college students Sports consumption has been more and more concerned about the added value of consumption,and the concept of sports consumption is also changing.Through investigation and analysis,this paper obtains the favorable factors and unfavorable factors of sports star endorsement to Shanghai college students in sports consumption,and analyzes other factors that can effectively affect the sports consumption of Shanghai college students,including gender,psychology,economy and so on.In view of the various factors obtained about college students'sports consumption,this paper puts forward some reasonable guidance methods,mainly from the policy departments,market supervision,universities,enterprises,media,sports stars and brands combined with a full range of consumer education guidance and other aspects of the formulation of countermeasures,for college students sports consumption to do a correct scientific guidance,promote the healthy growth of college students and establish the idea of"lifelong physical education". |
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