Characteristics and Influencing Factors of College Students' Sports Consumption in Guangzhou

Abstract

Background and Aim: This article investigates influencing factors of sports consumption among college students in Guangzhou using an empirical approach grounded in consumer economics. The study contributes to theoretical research and informs government-led consumption policies and corporate strategies. The research explores factors affecting college students' sports consumption, including physical fitness, sports skills, referee knowledge, exercise methods, and sports protection knowledge. Materials and Methods: The study utilized questionnaires and expert interviews. Experts in sports psychology, sports economics, and physical education, and Guangzhou University students participated. A research framework was developed through literature analysis and expert input, guiding questionnaire creation. Data underwent collection, organization, and analysis using methods like structural equation modeling, including hypothesis testing. Results: The research revealed that physical fitness, sports skills, referee knowledge, exercise methods, and sports protection significantly impact college students' sports consumption. Physical fitness negatively influenced sports goods and participation-based sports consumption. Sports skills positively influenced sports goods and ornamental sports consumption. Referee knowledge had positive effects on all three consumption types. Exercise methods and sports protection also positively affected all consumption types. Conclusion: This study emphasizes the considerable influence of multiple factors on college students' sports consumption. Physical fitness affects consumption diversely, with negative impacts on sports goods and participation-driven consumption, but a positive impact on ornamental sports consumption. Sports skills positively affect sports goods and ornamental sports consumption. Referee knowledge consistently contributes to all sports consumption types. Furthermore, exercise methods and sports protection positively impact all consumption dimensions. These findings underscore the intricate interplay of factors and highlight the need for customized strategies to engage college students in diverse sports consumption behaviors.