RESEARCH ANALYSIS OF ONLINE SPORTS CONSUMPTION BEHAVIOR AMONG GUANGZHOU UNIVERSITY STUDENTS BASED ON NETWORK SPORTS CONSUMPTION BEHAVIOR MODEL

This study focuses on the online sports consumption behavior of Guangzhou university students, employing literature review, questionnaire surveys, interviews, and mathematical statistics for comprehensive analysis. The research finds that online channels have become the primary choice for university students seeking sports consumption information, particularly for spectator consumption. Consumer evaluations significantly influence purchasing decisions, while service quality is crucial for participatory sports consumption. The study recommends that sports businesses strengthen their online channels, emphasize consumer evaluation management, and enhance service quality to improve consumer satisfaction and loyalty. This research provides new perspectives for understanding university students' online sports consumption psychology and behavior, offering guidance for developing sports industry marketing strategies. KEYWORDS: Online Sports Consumption, University Students in Guangzhou, Consumption Behavior, Network Sports Consumption Behavior Model