Research on the Status Quo and Influencing Factors of College Students’ Sports Consumption in Gansu Province under the Background of “Healthy China”

健康中国是国家提出的发展目标，体育产业作为国家重点发展的领域之一，体育消费也成为了人们关注的热点话题。本文以甘肃省大学生为研究对象，采用问卷调查、文献资料法、数理统计法等多种研究方法，对甘肃省大学生体育消费现状及影响因素进行了深入研究。根据调查结果，假设的自变量为学生对体育消费的态度，学生对体育产品的消费能力，学生对体育产品消费的质量情况，大学生进行体育消费的意愿则为结果变量，并进行了描述性分析和信度分析的验证。从相关性分析得出，结果变量与自变量态度、消费能力、质量情况之间全部呈现出显著性。结果变量与态度、消费能力、质量情况3项之间有正相关。最终结果中体育消费的态度和体育消费的能力和体育产品质量情况均会对大学生体育消费产生显著的正向影响关系，最后提出甘肃省大学生体育消费的发展对策及意见。Healthy China is a development goal proposed by the state, and the sports industry is one of the key areas of national development, and sports consumption has also become a hot topic of concern. Taking college students in Gansu Province as the research object, this paper uses questionnaire survey, literature method, mathematical statistics method and other research methods to conduct in-depth research on the current situation and influencing factors of college students’ sports consumption in Gansu Province. According to the survey results, the hypothetical independent variables were students’ attitude towards sports consumption, students’ consumption ability of sports products, the quality of students’ consumption of sports products, college students’ willingness to consume sports products as the result variables, and descriptive analysis and reliability analysis were verified. From the correlation analysis, it is concluded that the outcome variables and the independent variables attitude, consumption capacity, and quality all show significance. There was a positive correlation between the outcome variables and attitude, spending power and quality. In the final results, the attitude of sports consumption, the ability of sports consumption and the quality of sports products will have a significant positive impact on college students’ sports consumption, and finally the development countermeasures and opinions of college students’ sports consumption in Gansu Province are proposed.