大学生体育消费行为与引导策略的研究--以山西省为例

Research on College Students’Sports Consumption Behavior and Guidance Strategy--Taking Shanxi Province as An Example

本文运用文献资料法、问卷调查法等研究方法,对山西省大学生体育消费行为进行研究,主要对大学生体育消费行为现状、影响体育消费行为的因素和促进大学生体育消费的对策进行研究。通过研究,得出以下几点结论:大学生消费资金来源以家庭为主;城镇生源人数高于农村生源人数,体育消费水平偏低;动机强烈但参与度偏低;满意度偏低,维权意识薄弱;大学生体育消费行为不仅受主观因素影响,还受客观因素影响。针对大学生体育消费现状和制约因素,提出相应对策:培养大学生体育消费兴趣;通过相关培训提高学生体育消费合理性;引导女生积极参与体育消费;校企合作营造体育消费良好氛围。

This article uses literature data,questionnaire survey and other research methods to study the sports consumption behavior of college students in Shanxi Province.It mainly studies the current situation of college students’sports consumption behavior,the factors that affect sports consumption behavior and the countermeasures to promote college students’sports consumption.Through research,the following conclusions are drawn:the source of college students’consumption funds is mainly from family;the number of urban students is higher than that of rural students,and the level of sports consumption is low;the motivation is strong while the participation is low;satisfaction is low and awareness of rights protection is weak;college students’sports consumption behavior is not only affected by subjective factors,but also by objective factors.According to the current situation and constraints of college students’sports consumption,corresponding countermeasures are proposed:cultivating college students’interest in sports consumption;improving the rationality of students’sports consumption through relevant training;guiding female students to actively participate in sports consumption;and collaborating between schools and enterprises to create a good atmosphere for sports consumption.