【作者】 沈阳；

【导师】 戴俭慧；

【作者基本信息】 苏州大学 ， 体育教学（专业学位）， 2017， 硕士

【摘要】 网络体育消费是体育消费在网络时代背景下的产物。移动互联带来了人们消费方式的变革,而社会的飞速进步、人们生活方式的变革以及体育价值观的改变,使体育消费在人们的生活消费中已经占据了一定的位置。高校作为学生群体从校园步入社会的最后一站,对学生今后的社会适应性、消费观、体育理念有着至关重要的影响,通过对此阶段学生网络体育消费现状的研究,对学生今后树立正确的消费观和体育价值观,乃至对体育相关企业的发展都有着巨大的价值。本文以盐城市高校学生为调查对象,运用文献资料法、问卷调查法、对比分析法、数理统计法等研究方法,调查研究盐城市高校学生网络体育消费的现状,对学生的网络体育消费行为水平进行详细全面的分析,找出对学生消费行为水平影响的因素,以及存在的问题,最后基于研究分析结果得出对体育相关企业的启示,并在最后给出恰当的建议。本文研究的主要成果是更清晰的对网络体育消费进行了分类,分析了网络体育消费与体育参与之间的关系,提出对体育企业发展有益的启示,最终本文得出的结论有:1网络体育消费得到盐城市高校学生的普遍认可:通过对514名盐城市高校学生的调查,416名学生参与过网络体育消费,所占比例超过80%;2盐城市高校学生网络体育消费的动机排名依次为娱乐消遣、强身健体审美追求;盐城市高校学生对网络体育产品价值取向排名依次为质量款式与评价;3网络体育消费不均衡,虚拟类网络体育消费产品还没有被高校学生普遍接受;4盐城市高校学生网络平台选择的顺序依次为天猫、苏宁易购、淘宝、京东;5盐城市高校学生网络体育消费在时间选择上较自由;6移动互联时代使网购的支付方式具有向多元化方向发展的趋势;7经济能力会影响学生的消费水平,但对学生的消费行为的发生影响很小;8消费行为和水平受到当下网络环境的影响较大;9网络体育消费与体育运动参与存在相互促进的关系:10盐城市高校学生网络体育消费行为水平对体育企业的启示是:体育产品应当更多地与体育运动参与本身相结合;细节决定成败,注意网络体育交易的每个环节;虚拟类网络体育消费的巨大商机。更多还原

【Abstract】 Network sports consumption is the product of sports consumption in the background in the Internet era.The mobile Internet has brought changes in consumption,and the rapid social progress and the change of life style and sports values change,the sports consumption in people’s living consumption has occupied a certain position.The network sports consumption studied in this paper is the combination of sports consumption and mobile internet.As a college students from the campus into the last stop of the society,for their future social adaptability,consumption concept,concept of physical education plays a very important role in the research on this stage,through the status of the students’ network of sports consumption of students in the future to establish a correct view of consumption and sports values,and development for sports related enterprises have great value.This paper takes Yanchengcollegestudents as the research object,using the method of literature,questionnaire survey method,comparative analysis method,mathematical statistics,investigation of the current situation of network research on sports consumption of college students in Yancheng City,to the students’ level of consumer behavior of online sports comprehensive analysis of fine details,to find out the influencing factors of students’ consumption behavior level and finally,the existing problems,based on the analysis results of sports related enterprises,and finally provide appropriate recommendations.The main research results of this paper are more clear on the network of sports consumption are classified,analyzed the relationship between sports consumption and sports participation in the network,proposed the development of beneficial inspiration for sports enterprises,finally the conclusions of this paper are:1 network sports consumption is accept by mostly college students of Yancheng: through the survey of 514 college students of Yancheng,416 students participated in network sports consumption,the proportion ismore than 80%;2 The ranking of college students’ networkSports Consumption Motivation as Entertainment,physical fitness,aesthetic pursuit;Yancheng college students ranked the value orientation of Internet sports product as quality design and evaluation;3 virtual network sports consumer products have not yet been accepted by college students:4 The order of Yancheng college students’ network platform selection is Tmall,Suning,Jingdong;5 Yancheng college students network sports consumption in time choice is more freedom;6 In the era of mobile Internet,the payment mode of online shopping has the trend of diversification;7 the economic ability will influence the student’s consumption level,but it will have little influence on students’ consuming behavior;8 Consumer behavior and level are greatly influenced by the current network environment;9 Network sports consumption and sports participation have mutual promotion relationship;10The Enlightenment of Yancheng college students’ behavior and level of online sports consumption on Sports Enterprises is: Sports products should be more integrated with sports participation itself;Details determine success or failure,pay attention to every link of network sports transaction;Virtual network sports consumption has huge Business opportunities.更多还原