电商经济下大型体育赛事对体育消费的影响研究

Research on the Influence of Large-Scale Sports Events on Sports Consumption under the E-Commerce Economy

摘要: 探讨电子商务经济背景下大型体育赛事对体育消费的影响，发现在此背景下大型体育赛事拓宽了体育消费市场、促进了体育消费方式的多元化、提升了体育消费体验、推动了体育产业发展的积极影响；但也存在消费倾向集中，资源配置失衡、价格波动频繁，假冒伪劣频现、市场投机盛行，隐性泡沫潜藏、文化交流差异，价值观念冲突的消极影响。从情感、赛事及平台方面分析其影响的机制发现可以分为流量激增促使商人逐利心理引发资源配置失衡与假冒伪劣产品频现；隐性泡沫易引发市场危机、价值观念差异易导致观念冲突；赛事热度与明星效应是影响流量激增的内在因素、电商平台技术与服务支持是体育消费多途径的保证，情感共鸣与民族自豪感是依赖。认为提升大型体育赛事对体育消费影响需要平衡消费倾向，优化资源配置、稳定市场价格，保护消费者权益、防范市场投机，降低泡沫风险，此外还需要提高文化包容度，减少观念的冲突。

Abstract: This paper discusses the influence of large-scale sports events on sports consumption under the background of e-commerce economy, and finds that large-scale sports events have broadened the sports consumption market, promoted the sports consumption mode, improved the sports consumption experience, and promoted the positive impact of the development of the sports industry. However, there are also some negative effects, such as the concentration of consumption tendency, the imbalance of resource allocation, the frequent fluctuation of price, the frequent occurrence of fake and shoddy, the prevalence of market speculation, the hidden bubble, the difference of cultural exchange and the conflict of values. Analyzing the mechanism of its influence from the aspects of emotion, competition and platform, it can be found that the surge of traffic promotes the profit-seeking psychology of businessmen, which leads to the imbalance of resource allocation and the frequent occurrence of fake and shoddy products. Implicit bubbles can easily lead to market crisis, and differences in values can easily lead to conceptual conflicts. The popularity of the event and the star effect are the internal factors that affect the surge in traffic. The technology and service support of the e-commerce platform is the guarantee of multiple ways of sports consumption. Emotional resonance and national pride are dependent. It is believed that to enhance the impact of large-scale sports events on sports consumption, it is necessary to balance consumption tendencies, optimize resource allocation, stabilize market prices, protect consumer rights and interests, prevent market speculation, and reduce bubble risks. In addition, it is necessary to improve cultural tolerance and reduce conceptual conflicts.