Research On Sports Consumption Of White Collar Women’s Participation In Changchun

In the era of development,the living standard of Changchun white-collar women is improving,and the consumption structure is also changing.Physical sports consumption and spectator sports consumption have received more attention from academics,and many scholars have studied them from multiple perspectives.However,there are few researches on participatory sports consumption.Participatory sports consumption is different from other types of sports consumption.Consumers need to really participate in sports and feel the charm of sports.The discussion of participatory sports consumption is helpful to deepen the research of sports consumption and improve the related theory of sports consumption.For white-collar women in Changchun,they not only have certain economic ability,but also take the pressure of family and work.In order to overcome the stress and increase the standard of living,more and more white-collar women begin to participate in sports consumption.White-collar women are the main force of consumption、an important customer group of businesses、and also the consumption leaders leading the majority of female groups.Therefore,the research on the sports consumption of white-collar women in Changchun has import significance.Combined with the theory of socialist feminism and identity,this paper summarizes the literature research on female consumption,female social role,sports consumption and so on,and uses the questionnaire survey method to investigate 192 white-collar women who participate in sports consumption in Changchun City.The consumption process of them is divided into five stages,which are analyzed one by one,and summarizes the characteristics of consumption behavior,and finds out the white-collar women’s participation in sports consumption In the process of participating sports consumption,leading women have emotional consumption,body consumption,independent consumption,group consumption,agent consumption and symbol consumption.In order to comprehend the reasons in the rear of the phenomenon,the influencing factors were analyzed at the social,economic,and cultural levels.On this basis,it is found that there are three main problems in Changchun white-collar women’s participation in sports consumption behavior.The first is that women blindly pursue "perfect" figure,which is defined by society and transmitted to women by mass media.White collar women are eager to create "perfect" figure through participation in sports consumption.The second is that white-collar women fall into consumerism vortex,Blind pursuit of high-end consumption,conspicuous consumption,with consumption to prove their white-collar women’s identity and exquisite attitude towards life;the third aspect is that white-collar women’s awareness of sports participation is weak,they do not realize the importance of sports life,when taking care of family and sports participation conflict,they do not hesitate to give up their sports needs.Finally,recommendations are made at the economic,social,and cultural levels.The economic level is to reasonably formulate marketing strategies,strengthen participatory sports consumption market management.The cultural level is to promote the traditional national consumption culture of "frugality and anti-spending",and to positively guide white-collar women’s sports consumption by the media.