体育消费者在体育市场中作为消费主体发挥作用,决定着体育生产和再生产的目的、方向和前途,并在商品结构调整和对体育生产活动的创新等方面发挥重要作用。体育消费者行为是形成良好市场秩序的助动力,培育体育消费主体的消费主权意识和成熟的消费理念,以促进体育市场供求平衡,实现市场机制的自我净化。 Sports consumers play a role as consumers in the sports market, which determines the purpose, direction and future of sports production and reproduction, and plays an important role in the adjustment of commodity structure and the innovation of sports production activities. Sports consumer behavior is a driving force for the formation of a good market order, fostering the awareness of consumer sovereignty and mature consumer attitudes of sports consumers so as to promote the balance between supply and demand in the sports market and realize the self-purification of market mechanisms.