Research On The Relationshipbetween College Students’ Personality Traits And Sports Consumption Behavior Under The Background Of Internet Celebrity Economy

With the Chinese economy growing steadily,and the quality of life and income level of residents have been greatly improved.The rapid development of Internet technology has prompted the high integration of residents’ consumption and the Internet,and a new consumption model of online consumption has been born.In the wave of continuous advancement of online consumption,the Internet celebrity economic model stands out.When a person can fully meet his physical needs,his spiritual needs will continue to increase,and sports consumption can become an effective way to meet higher level needs.Plenty of people are beginning to pay attention to this a new way of consumption.As a new generation growing up under the Internet,the sports consumption behavior of college students has unique characteristics.These characteristics will not only exert a crucial impact on students themselves,but also affect the sports consumption behavior of other groups in society to a certain extent.So it needs more attention.In this study,students from five colleges and universities in four cities in Shandong Province were selected as the survey objects,and uses the literature method and questionnaire survey method to study the personality traits,self-control,understand the level of social support,traits of sports consumption behavior,and use mathematical statistics to analyze and verify the relationship between the above variables,in order to provide theoretical reference for contemporary college students to cultivate good sports consumption behavior.The research conclusions are as follows:（1）Under the Internet celebrity economy,the average scores of college students in Shandong Province on each dimension of personality traits are agreeableness,conscientiousness,openness,extroversion,neuroticism in descending order;they have higher self-control ability,comprehension of social support level and the consumption of sports in a medium level.（2）Under the Internet celebrity economy,neuroticism has significant differences in gender,conscientiousness has significant differences in gender and educational background,and openness has significant differences in majors,places of origin,and consumption levels.There are significant differences of self-control ingender,educational and specialty.It is understood that social support differs significantly in terms of gender,major,origin,and consumption level.There are significant differences in sports consumption behavior in majors,places of origin and consumption levels.（3）Under the Internet celebrity economy,college students’ personality traits,self-control,and sports consumption behavior are closely related and affect each other.Self-control has a mediating effect between college students’ personality traits and sports consumption behavior.（4）Under the Internet celebrity economy,college students’ social support plays a negative moderating role between neuroticism and sports consumption,a positive moderating role between extroversion,openness and sports consumption behavior.