Analysis On The Current Situation And Influencing Factors Of Sporting Goods Consumption Behavior Of College Students In Wuhan

In recent years,with the boom of national fitness,the distance to realize the vision of a healthy China will become closer and closer.Public fitness consciousness,sports consumption consciousness increased significantly,gradually formed the habit of sports consumption,per capita sports consumption expenditure in the proportion of total consumption expenditure increased significantly,consumption structure improved,at the same time sports consumption products and services supply,sports consumption policy gradually improve and perfect,also create a good consumption environment for the mass sports consumption.College students are a group of now and in the future sports goods consumption potential important consumer,Wuhan as the national education base,in the number of college students in the national and even the world,so this article in Wuhan ordinary college students sports goods consumption behavior as the entrance,analyze the influence factors of Wuhan ordinary college students sports goods consumption behavior and put forward the corresponding countermeasures.It is expected that it can provide some reference for improving college students’ sports consumption concept,optimize the sports goods consumption market and improve the competitiveness of domestic sports goods brands.In this study,with five college students in Wuhan,literature data method,questionnaire survey method and mathematical statistics method were used to deeply explore the consumption status and influencing factors of sports goods in Wuhan.The specific conclusions are as follows: 1)The sports goods consumption of college students in Wuhan is concentrated in the middle and low level,There are differences in consumption level among college students from different student sources;2)The main types of sports goods consumption are sports shoes and clothing,Next,fitness equipment and balls,The consumption structure of college students varies between different genders and students;3)Most college students’ sports goods consumption motivation is to participate in courses or competitions and physical fitness,There are differences in the sports goods consumption motivation of college students of different genders and origin;4)Most of the brands that college students like or buy are Nike,Li Ning,Adidas and other international famous brands,Novel style,the pursuit of fashion,show personality and other reasons are most students like the reason;5)Sports goods consumption mode is mainly purchased online,Cheap prices and diverse styles are the main reasons for online purchases,There are differences in the consumption patterns of college students in different student sources;6)Inconsistency of consumer rights protection consciousness and action,The reason is that most students lack the common sense of safeguarding their rights,Rights protection approach is not clear,rights protection procedures are too complex;7)Through factor analysis,many factors affecting sports goods consumption were classified into 6 main component factors,They are commodity characteristic factors,consumer internal factors,environmental publicity factors,consumer external factors,reference group factors,commodity and service and value factors,By using the regression analysis method,This paper explores the influence degree between the sports goods consumption behavior and various public factors in Wuhan.According to the problems reflected in the above research,1)enhance the awareness of economic independence and financial management,improve the consumption level of sports goods;2)cultivate the concept of scientific diet and damage prevention of sports goods;3)improve the interest in sports exercise and enrich sports goods consumption motivation;4)give attention to the feedback and build a sports brand with its consumption characteristics;6)strengthen the supervision of sports goods consumption market and enhance the awareness of rights and interests.