Upgraded Sports Consumption Behavior of College Students: Current Characteristics and Influencing Factors

Abstract

In recent years, the importance to develop sports industry has reached national level. Due to the policy dividend and continuous increasing of disposable income per capita, sports industry has speeded up and the scale of sports consumption has been expanded. Considering previous studies, this study classified the motivation of college students' sports consumption into six categories: physical product needs, health needs, conformity and comparison needs, aesthetic needs, social needs and sports achievement needs. Using a sample of 1024 college students from Guangzhou, China, this study systematically investigates the structural characteristics and influencing factors of college students' upgraded sports consumption by adopting an ordered multinomial logistic regression model. It is found that the current structure of College Students' upgraded sports consumption is characterized as intelligent, integrated and diverse, showing dynamically consistency with the development direction of sports industry. In terms of influencing factors, gender, sports awareness, sports habits and preferences, community sports participation all effect sports consumption significantly. Therefore, school and society should actively work to further enrich the sports consumption structure of college students, help them form good sports consumption values, strengthen their sports awareness and help them create lifelong sports habit. Measures that are mentioned above will provide endogenous dynamic for high-quality development of sports industry.