高校学生体育消费行为模式及特征

Behavior pattern and characteristics of college students' sports consumption

以消费者行为学理论为基础,构建高校学生体育消费的行为模式。采用文献资料法和问卷调查法,分析高校学生体育消费行为特征及主要影响因素。与大众体育消费态度相比,大学生中持有积极体育消费态度的人数比例要更高。大学生的体育消费动机是多样化的,而且男生和女生之间具有显著性差异,而且表现出明显的从众心理。结果也提示,同学和家庭成员以及校园体育文化在很大程度上促进了他们的体育消费行为。

Based on the consumer behavior theory,the behavior pattern of college students＇ sports consumption was established.Literature study and questionnaire were adopted to analyze the college students＇ behavioral characteristics of sports consumption and major influencing factors.It was shown that the college students were more willing to spend on sports than the ordinary people.There were various reasons for their consuption and great differences in consumption of male and female students.They tended to follow the trend in consumption and were mostly influenced by their family members and campus sports culture.