影响女大学生体育消费行为的因素

Factors Affecting Sports Consumption Behavior of Female College Students

随着经济的发展和人们生活水平的提高,越来越重视身体健康的人群在一定程度上促进了体育产业的发展。大学生具有一定经济能力和独立生活能力,已成为体育消费人群中不可忽略的一部分。其中,女大学生在心理、生理等方面与男大学生有很大的不同,是整个大学生体育消费市场中比较特殊的群体。本文以本科在校女大学生为研究对象,在理论分析的基础上,提出了影响女大学生体育消费行为的理论模型与假设。通过回归分析,部分假设得到验证:个人收入和体育消费形式与体育总费用呈正相关关系;个人收入和信息渠道与体育消费时长呈正相关关系;安全和信息渠道与体育消费倾向呈正相关关系。并据此针对性地提出了开发女大学生体育市场的建议。

With the development of economy and the improvement of people’s living standard, more and more attention is paid to the healthy people, which promotes the development of sports industry to a certain extent. College students have certain economic ability and independent living ability, which has become an indispensable part of sports consumers. Among them, female college students are quite different from male college students in psychological and physiological aspects. They are a special group in the sports consumption market of college students. Based on the theoretical analysis, this paper puts forward the theoretical model and hypothesis of influencing female undergraduate students’ sports consumption behavior. Through regression analysis, some hypotheses were verified, personal income and sports consumption form were positively correlated with total sports expenses, personal income and information channel were positively correlated with sports consumption duration, safety and information channel were positively correlated with sports consumption tendency. Based on this, the author puts forward some suggestions on developing female college students’ sports market.