浙江省下沙高教园区大学生体育消费行为的分析研究

The Analysis and Research of Uuniversity Students Sports Consume Behavior in Xiasha Advanced Education Park of Zhejiang Province

采用文献资料、问卷调查、数理统计等方法,对浙江省下沙高教园区大学生体育消费行为进行了分析。结果表明:大学生具有正确的体育消费观念,有一定的体育消费基础。其中体育实物消费较高,体育劳务消费较低,对观赏性的消费则是有心无力;消费能力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,且消费结构偏于一隅。其消费动机主要是消遣娱乐和健身需求;不同性别、地域生源、专业、教育程度和运动参与其体育消费水平迥异,但随着经济能力的提高,大学生的体育消费行为会逐渐向参与型、观赏型的方向发展,体育消费的行为方式将会逐步走向多元化。

This paper uses the methods of literature, interviews, questionnaire surveys and mathematical statistics to analyze and investigate the university students＇ physical exercise participation research in Zhejiang province. The Yangtze River delta area university students has the correct sports consume idea, is profound understanding to the sports healthy function, they think the sports consume is worthy and essential ; Its consunae motive mainly is the entertainment and the healthy de- mand, the PH class become one of motives along with the request of physical education further enhancement in the university student; Between the university student sports consume motive and the behavior has big difference, the purchase usable sports wear is the fundamental mode, they pay more attention to combination of the product brand, the price and the design, and incapably of watching consume; The consume ability is the main factor of restricting the university students consume behavior to higher level, with the development of students＇ economic ability, their consume behavior will gradually to the participation, the watching consume direction tendency, the consume way will be more multiple.