摘要：运用文献资料法问卷调查法访谈法，对高校学生体育消费内容动机体育消费心理与行为特点及影响大学生的体育消费因素等进行调查分析，提出促进高校学生体育消费发展的建议，为加快高校体育课程改革，引导学生进行合理的体育消费及实施健康教育，提供科学的理论依据。

关键词：高校学生;消费特征;建议

Abstracts：The university students′ physical consumption expends in the entire consumer market and holds great proportion And their consumer behavior tend to characteristics of diversification So an investigation was conducted on the current situation of physical consumption of university students in Langfang, Hebei In this paper, the main factors impacting sports consumption as well as the physical consumption structure and motives of university students was analyzed The paper summed up the characteristics of college students′ physical consumption, and puts forward some suggestions

Key words: physical consumption; consumption structure; consumption level; consumer motivation

大学体育生的自主消费经验少，没有形成完整的，稳定的消费观念，自控能力不强，不能理性地对消费价值与成本进行衡量。因此大学体育生的体育消费很多都是受媒体宣传诱导或是受身边同学影响而产生的随机消费，冲动消费。调查表明，大学体育生体育消费具有较强的从众心理。