Analysis of the Influence of Cultural and Social Psychological Factors on Sports Consumption

Abstract

As the 21st Century Technology Information Age comes, people's consumption concept, consumption structure and consumption attitudes have significantly changed, and the pursuit of health is still the leading direction of the social development of human beings today, and sports consumption has become an indispensable part of modern economic life. Development of sports consumption is not a single economic behavior, and will be necessarily impacted by the modernization of society and culture as well as social psychology, and even the non-economic factors play a basic and decisive role to some extent. Keywords-culture; sports consumption; social psychology I INTRODUCTION As the 21st Century Technology Information Age comes, people's consumption concept, consumption structure and consumption attitudes significantly change, pursuit of health is still the leading direction of the social development of human beings today, sports activities that help to improve health have become the preferred option for improving mental and physical health, thus significantly promoting the prosperity of sports consumption, namely, sports consumption has become an indispensible part in the modern economic life. Any consumption of human beings is dependent on the specific social environment, and exists in various relationships with others. Accordingly, sports consumption is not only defined as an economic behavior, but also a social behavior, so, it will unavoidably be affected by various non-economic factors in the social life of human beings. In this paper, the two non-economic factors of social psychology and social culture are adopted to discuss their influence on the sports consumption. The authors studied the theories and practical meanings of sports consumption based on the trend of differentiation of hierarchy in sports consumption, from sociological perspective of social hierarchization, and in the background of rapid development of sports consumption and structural differentiation of social hierarchy in China, studied the effects of sports consumption from the perspective of social hierarchization, preliminarily probed into several issues such as how to boost sports consumption from the perspective of social hierarchization, and revealed that sports consumption in China shows the trend of differentiation of hierarchy. The effects of studying sports consumption from the perspective of social hierarchization are to make sports market subdivision even more effective, to make study easier to be standardized and easier to reveal the characteristics of sports consumption, and to make it possible that relevant achievements in social hierarchization study will provide references for sports consumption study. In order to boost sports consumption from the perspective of social hierarchization, at the macroscopic(state's) level, the problem of differentiation between the rich and the poor should be abated and solved, and the middle class should be massively cultivated; at the middle (market's) level, sports resources should be rationally adjusted and fully utilized in order to meet the demands of multiple hierarchies for sports consumption; at the microcosmic(enterprise's) level, rational sports market subdivision and orientation should be carried out, and effective get market strategies should be employed. Through document methods, six fairly great research levels have been summarized, including the economic concept of sports consumption, status survey of sports consumption in different regions, genders, ages and different social groups, the relationship of sports consumption and sports industry, research of sports consumption culture, sports consumption research of small towns, researches mainly focus on sports consumption behaviors. Research paradigms about sport consumption are focus on consumption economics, traditional sociology and consumption cultures, those research paradigms have themselves absolute interpretive concepts, there are different in methods and applications. From the total character of researches about sport consumption, it showed more in the majority of traditional sociology and consumption cultures research paradigms than consumption economy paradigms, which are excreted on uneven distribution characteristics, moreover. There are no depth studies. So it is expected to be in depth studies in a new perspective.