社交电商平台体育商品的用户消费模式研究

The User Consumption Model of Social E-Commerce Platforms for Sports Products

摘要: 在体育产业与电商经济深度融合、体育商品消费需求持续攀升的背景下，传统电商因用户互动性与参与深度不足制约消费潜力释放，社交电商平台依托社交属性与社群效应，通过内容传播、品牌认同及购买转化等维度推动体育商品价值落地。本文基于赛事热度、社交互动及品牌影响，探究用户体育商品消费行为的模式，揭示平台对体育商品消费行为的驱动作用，并在消费者行为理论与社交网络理论的框架下，提出“赛事触发–社交互动–品牌/意见领袖扩散–场景体验–评价反馈”的多阶段机制。研究旨在丰富体育电商研究视角，为体育经济发展提供理论与实践支撑。

Abstract: As the sports industry and the e-commerce economy integrate deeply and the demand for sports products continues to grow, traditional e-commerce is constrained by insufficient user interaction and participation depth, limiting the release of consumption potential. Social e-commerce platforms leverage social attributes and community effects to realize product value through content dissemination, brand identification, and purchase conversion. Drawing on the popularity of sports events, social interaction, and brand influence, this study explores users’ sports product consumption patterns and reveals platforms’ driving role in sports product consumption. Under the frameworks of consumer behavior and social network theories, we articulate a multi-stage mechanism of “event trigger—social interaction—brand/opinion-leader diffusion—scenario experience—review feedback”, enriching research perspectives and providing theoretical and practical implications for the sports economy.