苏南富裕乡镇居民体育消费特点的调查分析

采用社会学研究方法，对江苏南部富裕乡镇各年龄段居民体育消费情况进行了总体调查，研究发现富裕乡镇居民人均月体育消费水平低于10元，中青年人为当地体育消费主流人群，老年人的体育消费水平极低；在体育消费内容上，居民直接性和观掌性体育消费比例偏小，体育服装消费占很大比重，消费结构存在一定的不合理性；体育消费目的上，健身是绝大多数乡镇居民体育消费的目的，年轻人群注重消费的娱乐健身目的，中青年人群的体育消费目的较为均衡。对此提出了引导富裕乡镇居民正确体育消费的建议。

Investigation and Analysis on the Characteristic of Sports Consumptive Behaviors of the Dwellers in Rich Areas in South Jiangsu

By the investigation, it is found that the dwellers' average sports consumption is under l0 yuan. The youth and the middle-age people are chief crowd in sports consumption, while the old keep in a low level. Most of the consumption focus on sports garment. The main reason for dweller to have sports consuming is to keep fitness, the youth want to make pleasure, and the middle have recreation and keep fitness.