西北地区普通高校大学生体育消费预期行为研究

摘要

通过问卷调查法对西北地区10所大学学生体育消费行为调查研究,结果表明：体育功能多元化是大学生消费动机呈现出多元化趋势的内在动因;消费动机总体指向稳定,但男女生表现出明显差异;大部分大学生体育消费行为过程呈现出不稳定的特征,易受外界干扰,且在对风险预测上表现出不够理性;体育信息收集的渠道过于狭窄,信息的准确性、专业性不足.%We have investigated the sports consumption behavior of the college students from 10 universities in Northwest China based on a questionnaire.The results show that the pluralism of sports function accounts for the pluralism of students＇ consumption motivation.The overall consumption motivation tends to be stable.Meanwhile,there is a clear discrepancy between male and female students.Most of the sports consumption behaviors are unstable,vulnerable to external influences and irrational in predicting risks.Sports information is inadequate,inaccurate and shows a lack of professional judgment.