This article uses the literature data method, questionnaire survey method and mathematical statistics method to investigate and analyze the current situation of sports consumption of college students in Sanya City. The survey results show that college students in Sanya City have a positive awareness of sports consumption; sports consumption motivation is mainly reflected in physical demand and physical fitness Sports and recreation; sports consumption structure is dominated by physical sports consumption, which is mainly reflected in the purchase of sports clothing, sports drinks, sports equipment, etc.; sports consumption level is still at a low level. The main factors influencing sports consumption: economic conditions, high prices, and little leisure time. It is recommended to curb conspicuous sports consumption, guide university physiological consumption, optimize the supply of sports consumption, and meet the demand for sports consumption. <br>Keywords: sports consumption; status quo; factors
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