长江三角洲地区大学生体育消费行为分析

Analysis of Sports Consumptive Behavior of University Students in Yangtze River Delta Area

采用问卷调查与访谈法,对长江三角洲地区大学生体育消费水平、体育消费结构等进行调查与分析。结果表明:大学生普遍具有正确的体育消费理念,对体育健身作用的理解较为深刻。消费动机主要是消遣娱乐和健身性需求。健康意识日渐增强,体育消费结构呈现多样化特征:实物性体育消费为主要方式;注重产品品牌、价格和款式的结合;消费能力低是现阶段制约大学生消费行为向更高层次发展的主要因素。建议高校建立体育经费补偿机制,改善体育环境与场馆器材,促进高校体育健康发展。

Using the methods of questionnaire and interview, it made an investigation and analysis of the sports consumptive level and structure etc. of the university students in Yangtze River Delta area. The results show that the university students generally have a correct consumptive idea and a deeper understanding of the sports fitness effect, their motive of consumption is mainly recreation and demand for fitness, their consciousness of health is being strengthened day by day, the structure of sports consumption presents a diversified characteristic, the sports consumption in kind is a main form of the university students＇ consumptive behavior at the present time, they lay stress on the combination of the famous brand, price and style of products, and low consumptive capacity is a key factor to restrict the devdopment of the university students＇ consumptive behavior to higher levd. It proposed to set up a compensatory mechanism of sports funds in institutions of higher learning, improve sports environment, playgrounds and gymnasiums equipment ＆ materials, so as to promote healthy development of sport in institutions of higher learning.