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Research on the Characteristics of College Student’s Sports Consumption Behavior in "Spirit Economy" Horizon

Author: ZuoZiLi
Tutor: HuangWenRen
School: Jimei University
Course: Humane and Sociological Science of Sports
Keywords: Spirit economy College students Sports consumption Behavioral characteristics
CLC: G80-05
Type: Master's thesis
Year: 2011
Downloads: 62
Quote: 0
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Abstract


Marx pointed out that spiritual element will naturally be included in production elements in a reasonable system. So we have two production elements ---nature and people, and the latter includes both his physical activities and spiritual activities. That is to say, one of the driving forces in the development of social productivity lies in exploring and activating people’s needs for spiritual culture. To be realistic,“productivity”corresponds to“consumption power”. Thus in order to improve productivity, priority should be given to the development of consumption power. And in modern society where consumption power can be divided into material and spiritual consumption power, the spirit consumption power has shown its strength in terms of the way to economic growth. Today, the expenditure on sports and gymnastic exercise, entertainment, tourism, information, education etc. is increasing with the improvement of Per Capita GDP. Among other things,“the proportion has exceeded 50% in medium developed countries, 60% in Euramerican developed countries, and it is estimated that in China, the proportion is about 38%”. Thus many new industries taking“spirit economy”as their main body, in which sports is one example. Consequently, the aerobic games, clubs, college sports consumption community, gymnastic exercise center together with the sports stadiums whose supply haven’t been able to meet its demand, have already formed a climate with a certain scale. Hence a cultural industry pursuing health and indicating the vigor of“spirit economy”in consumption society.Sport is regarded as one of the most popular consumption activities on university campus. Then from such a“spirit economy”perspective, in the real situation what do the college students look like in terms of their value recognition on sports consumption and individualized characteristics, their conception for sports consumption and the spontaneous development of the behavior, the behavioral characteristics of sports consumption? Based on the theory of“spirit economy”, this paper made a deep research among four college sophomores through reading relevant documents, giving questionnaires, making interviews, and running logic analysis etc. The results of the study indicate that:1) In the environment where mental factors is becoming increasingly outstanding in social consumption, 37 % of college students hold that in current society the sports consumption takes spiritual consumption as the main form; 2) As regard to the supplies for sports spiritual consumption, 53% of the college students don’t expect too many people to use the same sports products as theirs, and among them, 47% of the gender groups are boys while 58% are girls. It shows that the college students have their“level-matched personality requirements”in the mass consumption society today;3) In the soaring spiritual economy today, 78% of college students are inclined to "frugal consumption concept" in sports consumption, which indicates that in their spontaneous development, the basic attitude of college students is to cater to the core spirit of the society;4) In their spare time outside the class, 57% of the college students take sports exercises as the content of mental consumption, while for girls the proportion is only 23%. Meanwhile, 28% of college students are dissatisfied with current situation that the charged stadiums and gymnasiums on campus have“few professional teachers to offer guidance and protection". Objectively speaking, this kind of judgment is based on principle that“money cannot be spent at the price of sacrificing the certainty of the foundation of physical and spiritual safety”.

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CLC: > Culture, science,education, sports > Sports > Sports theory > The relationship between sports and other disciplines
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