体育消费是生产力发展到一定阶段的产物。大学生体育消费也是随着我国经济发展水平不断提高才出现的。大学生虽然越来越多，但是他们仍将在各行各业发挥着重要作用，是我国重要的人才储备。科学、适量的体育消费将会不断促进和保持大学生的身心健康。秦皇岛市拥有十几所高校，在校生高达十几万。这些大学生将会成为秦皇岛市的代言人。科学、合理的体育消费将会不断提高他们的整体素质。本文对秦皇岛市大学生体育消费心理进行了研究。研究目的：调查并了解秦皇岛市高校大学生体育消费心理的特征以及外界影响因素，针对他们在体育消费中出现的问题提出引导科学、合理体育消费的对策。研究方法：1.文献资料法 2.问卷调查法 3.数理统计法研究结论：1. 秦皇岛市高校大学生的主要经济来源依赖于家庭的供给，他们一般每天有2个小时的余暇时间，“网络、电视、同学朋友的介绍”成为他们体育消费信息的主要来源。2. 对体育感兴趣、花钱买健康、保持健美的体型”这三种动机是调查对象进行体育消费的主要动机。“体育锻炼有益身心健康，体育物品时尚、个性，喜欢观看体育赛事，对体育有兴趣”是调查对象的主要态度。“体育实物消费、体育工艺品、体育健身、体育博彩、体育赛事”是他们在体育消费方面的主要兴趣。此外，他们在体育消费决策前，信息收集和制定消费方案上有待提高。在体育消费过程中识别方法较为单一。目前约四成的调查对象对网上体育消费持怀疑态度。3. 在调查对象的体育消费文化观念从众和追求个性并存。体育明星的参照作用明显，此外朋友或同学对他们的体育消费也具有参照作用。4. 各高校应该整合校内的文化组织资源和场馆资源从大学生的心理入手引导他们进行科学、合理的体育消费。

The sports consumption is the productive forces develops certain stage product. The university student sports expends is also enhances unceasingly along with our country economic development level only then appears. Although the university student are getting more and more, but they will still be playing the influential role in the various trades and occupations, is our country important reserve of capable people. Scientific, the right amount sports will expend will promote and will maintain university student's physical and moral integrity unceasingly. Qinhuangdao has several universities, the enrolled student reaches as high as hundreds of thousands. These university students will become Qinhuangdao's spokesman. Scientific, the reasonable sports will expend will improve their overall quality unceasingly. This article has conducted the research to the Qinhuangdao university student sports expense psychology.PURPOSE:Investigates and understands the Qinhuangdao University university student sports consumption psychology the characteristic as well as the outside influences factor, in view of them, in the sports expends the question which appears to propose the guidance scientific, the reasonable sports expends countermeasure. METHODS: 1. The method of synthesizing documents 2. The method of questionnaire survey 3. The method of mathematical statisticsCONCLUSIONS: 1. The Qinhuangdao University university student's major economic origin relies on the family supplies, they have 2 hour leisure time every day generally, “the network, the television, schoolmate friend's introduction” becomes their sports expense information the important source.2. Is interested to the sports, to spend buys the health, maintains the healthy build” these three kind of motives is the investigation object carries on the dominant motive which the sports consumption. “the physical training beneficial physical and moral integrity, the sports goods fashion, the individuality, like watching the sports event, has the interest to the sports” is the investigation object main manner. “the sports material object expends, the sports handicraft, the sports fitness, the sports abundant color, the sports event” is they in the sports expense aspect major interest. In addition, they before the sports expense decision-making, the collection of information and in the formulation expense plan wait for enhancing. The recognition methods are more unitary in the sports expense process. At present the approximately 40% investigation object hold the suspicion to on-line sports expense.3. In investigation object sports expense culture idea following the crowd and pursue individuality coexisting. The sports star's reference function is obvious, in addition the friend or schoolmate expend to their sports also have the reference function.4. Various universities should in the conformity school cultural organization resources and the facility resources obtain from university student's psychology to guide them to carry on scientifically, the reasonable sports expense.