The influencing factors and policy suggestions for sports consumption among Chinese rural households ——Based on the empirical analysis of Chinese household finance survey in 2017 ZHANG Wei，XU Xin，ZHOU Jieyou
(1.School of Finance，Guangdong University of Finance & Economics，Guangzhou 510320，China；2.Institute for Contemporary China Studies，Tsinghua University，Beijing 100084，China；3.School of Sports Business，Guangzhou Sport University，Guangzhou 510500，China；4.Youth Sports Research Center，Guangzhou Sport University，Guangzhou 510500，China)
Abstract:Based on the income, asset and consumption data of more than 20,000 rural households from the 2017 Chinese Household Finance Survey (CHFS), this article studies the basic facts and influencing factors of sports consumption of Chinese rural households by using a Tobit model. The main finding is that income, asset, job type and residence all affect sports consumption of rural households. Specifically speaking: (1) An increase of income will promote farmers’ sports consumption, and the income elasticity is greater than one, indicating that sports consumption is a high-end product for farmers. Property income and transfer income play a significant role in promoting sports consumption, but wage income and agriculture income have no significant effect. (2) The asset size also positively promotes farmers’ sports consumption, and all five asset types positively influence farmers’ sports consumption. (3) From the urban-rural comparative perspective, wage income significantly impacts sports consumption of urban households, while farm income significantly reduces sports consumption of urban households; land assets significantly promote sports consumption rural households, but have no effect on urban households. (4) Both non-farm work and urban living (working) of household heads all significantly increase household sports consumption.