The Empirical Study on the Present Situation and Affecting Factors of Sports Consumption of Sports College Students——Taking the Hubei Province as the Example

The survey analysis of the present situation of sports college students in Hubei shows that sports consumption level is not high, sports physical consumption is the predominant consumption form;college students' awareness of foreign sports brand is higher than that of domestic sports brand. Physical fitness, interests and enriching extracurricular activities are the most main purpose of sports consumption of college students;gender difference in sports consumption is obvious, consumption channel focuses on the physical stores. Quality, price and brand become top three factors into consideration of college students. Furthermore, the model of the empirical results show that average monthly cost of living, exercise frequency, grade and gender have significant effects on college students' sports consumption level, but sports venue and sports consumption channel have no significant influence. Accordingly, the article puts forward corresponding suggestions to perfect college students' sports consumption behavior in institutes of P.E..