当前大学生体育消费行为研究

Research on Sports Consumption Behavior of Present College Students

大学生体育消费行为是大学生通过购买或使用体育用品来满足自身体育需求的消费过程。文章对大学生体育消费行为的动机、态度以及影响大学生体育消费行为的因素进行了系统分析,提出了大学生合理体育消费行为的策略,旨在引导大学生形成良好的体育消费理念。

Sports consumption of the college students refers to the students＇ behaviors of purchasing or using the sports goods to satisfy their sports requirements. This paper made a systematic analysis on the motivation,the attitude of the college students ＇ consumption as well as the factors that affect their consumption behaviors. And it also presented the strategies for their reasonable sports consumption behavior, aiming at helping the college students form a right notion of sports consumption.