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This paper interprets and analyzes the trends and causes of the Chinese female sports consumption craze from the perspective of behavioral economics and corresponding scientific theories through the literature review method and puts forward relevant suggestions to guide female sports consumption. The analysis results show that female sports consumption is on the rise because of the psychology of reference dependence, with the promotion of women’s status, higher pursuit of appearance, and emotional or psychological satisfaction. Therefore, the marketing of the consumer market needs to use more emotion to impress women, carry out more promotional activities, improve the quality of goods and aesthetics, and highlight the characteristics of goods.
Zhaorun Jia (Tue,) studied this question.