Analyzing Conspicuous Sports Consumption Among College Students

Rui Yin

Abstract: This study explores the conspicuous sports consumption behavior of college students in China, examining the factors that drive this consumption. Using a combination of literature review, questionnaire surveys, and expert interviews, the study identifies key elements such as status, socialization, and enjoyment as significant motivators. Through quantitative analysis, the research reveals that physical and participatory types of conspicuous sports consumption are prevalent among college students. The findings suggest that while conspicuous consumption can be positively oriented, it also highlights the need for guiding rational consumption behaviors among college students.

Keywords: college students, conspicuous consumption, sports behavior, social status, consumer psychology