体育院校大学生体育消费现状及影响因素实证研究——以湖北为例

通过对湖北体育院校大学生体育消费现状调查,分析发现：体育院校大学生的体育消费水平不高,体育实物消费占主导地位;大学生对国外体育品牌的认知度较国内体育品牌高,强身健体、兴趣爱好、丰富课余生活是大学生体育消费的最主要目的;大学生体育消费性别差异明显,消费渠道倾向于实体专卖店;而质量、价格、品牌成为大学生体育消费考虑的前三位因素。进一步模型实证结果表明,月平均生活费、体育锻炼频率、年级、性别对大学生体育消费水平影响显著,体育运动场所、体育消费渠道则影响不显著。据此,提出完善体育院校大学生体育消费行为的对策建议。

The Empirical Study on the Present Situation and Affecting Factors of Sports Consumption of Sports College Students --Taking the Hubei Province as the Example

The survey analysis of the present situation of sports college students in Hubei shows that sports consumption level is not high, sports physical consumption is the predominant consumption form; college students＇ awareness of foreign sports brand is higher than that of domestic sports brand. Physical fitness, interests and enriching extracurricular activities are the most main purpose of sports consumption of college students： gender difference in sports consumption is obvious, consumption channel focuses on the physical stores. Quality, price and brand become top three factors into consideration of college students. Furthermore, the model of the empirical results show that average monthly cost of living, exercise frequency, grade and gender have significant effects on college students＇ sports consumption level, but sports venue and sports consumption channel have no significant influence. Accordingly, the article puts forward corresponding suggestions to perfect college students＇ sports consumption behavior in institutes of P.E..