Research On Current Situation And Behavior Of College Students’ Ice Sports Consumption In Harbin Under The Background Of Beijing Winter Olympics

The new era of sustainable development of national economy,lifestyle way earth-shaking changes,with the "2022 Beijing Olympic winter games in full swing,the ice and snow sports consumption again into the crowd,in the process of the college students as the future market development of sports consumption of major groups,for the development of ice and snow sports consumption market in China has an important influence,Their sports consumption behavior is also directly related to the improvement of their comprehensive literacy.Therefore,from the Angle of the influence factors further to explore the behavior of college students to buy ice and snow sports,to better grasp this group dynamics in a new development environment of ice and snow sports consumption demand,boost the state administrative department of relevant industrial policies,the functional departments improve the structure of ice and snow sports curriculum in colleges and universities,grasping the dynamic ice industry department,Further promote the high-speed development of ice and snow sports.The methods used in this study include questionnaire survey,expert interview,literature and mathematical statistics,etc.The objects of the questionnaire survey are college students in Harbin.The factors that affect this group’s sports consumption activities on ice and snow are analyzed through the investigation and the following conclusions are drawn: 1)Under the influence of the 2022 Beijing Winter Olympic Games,college students in Harbin have a strong concept of ice-snow sports fitness and ice-snow sports consumption.2)Under the influence of 2022 Beijing Winter Olympics,the consumption of ice and snow sports has become an important part of college students’ living consumption in Harbin.The consumption level of ice and snow sports of college students in Harbin is mainly influenced by its economic factors.Consumer groups are concentrated in juniors and seniors 3)Under the influence of 2022 Beijing Winter Olympics,the consumption structure of ice and snow sports for college students in Harbin is relatively simple.Mainly in rental consumption 4)in the "ever buy ice and snow sports products",through the analysis of factors influencing knowledge dimension,subjective emotional dimension and others affect the dimension of "ever buy ice and snow sports products",and the objective factors dimension is not in "ever buy ice and snow sports products" in an impact.5)When "have you ever bought ice and snow sports products" is taken as the dependent variable and personal emotional dimension is taken as the independent variable,the understanding degree of this type of sports does not have an obvious moderating effect on the latter.When the influence dimension of others was the independent variable,the degree of knowledge about the sport had a significant moderating effect on the latter.When the influence dimension of objective factors is an independent variable,the understanding degree of the sport has a great moderating effect on the latter.