Research On College Students’ Online Sports Consumption Behavior And Its Influencing Factors In Heze City

The 21st century is an era of information society and Internet.With the rapid development of computer technology and the rapid update of mobile devices,the Internet has imperceptibly entered every corner of our lives,and the online shopping platform and logistics industry have developed rapidly,develop Internet plus sports and promote e-commerce platform to provide sports consumption services.Sports consumption is increasingly becoming an important part of household expenditure.If the way of sports consumption is realized through the network,it will undoubtedly promote the development of sports industry.This paper takes Heze college students’ online sports consumption behavior as the research object,investigates and analyzes the current situation of Heze college students’ online sports consumption behavior by using the methods of literature review,questionnaire survey and mathematical statistics.Based on the theory of planned behavior,Maslow’s hierarchy of needs and perceived risk,it analyzes the factors that influence Heze college students’ online sports consumption behavior,and then tests the various dimensions of the model,thus finding that the current situation of Heze college students’ online sports consumption has the following aspects.First,most college students in Heze attach importance to physical exercise,and their hobbies tend to be diversified;Second,the consumption level of online sports of college students in Heze is low;Third,network consumption has become the main channel of sports consumption of college students in Heze city;Fourth,saving time is the main reason for college students in Heze to consume online;Fifth,college students in Heze pay attention to the cost performance of products when they consume;Sixth,there is a single shopping platform for college students in Heze,with Taobao and Tmall under Ali as the main shopping platforms.By analyzing the influencing factors of college students in Heze city,it is concluded that:firstly,recreational motivation has a positive correlation with online sports consumption behavioral intention;Second,evasive motivation has a positive correlation with online sports consumption behavioral intention;Third,convenience motivation has a positive correlation with online sports consumption behavioral intention;Fourth,the economic motivation has a positive correlation with online consumption behavioral intention;Fifth,personal privacy has a negative correlation with online sports consumption behavioral intention;Sixth,product quality has a positive correlation with online sports consumption behavioral intention;Seventh,after-sales service has a positive impact on online sports consumption behavioral intention.Eighth,online sports consumption behavioral intention has a positive correlation with online sports behavior.Finally,according to the above conclusions,corresponding solutions are put forward from four aspects:college students,schools,network sports enterprises and government.