电子商务促进体育消费潜力释放机理、进路与策略

Mechanisms, Pathways, and Strategies for E-Commerce to Promote the Release of the Potential of Sports Consumption

摘要: 电子商务是促进体育消费潜力释放的重要引擎。采用文献资料、案例分析与逻辑推理等方法，基于MOA理论模型，系统阐释电子商务促进体育消费潜力释放的内在机理，归纳出供需精准匹配、内容驱动消费、边界消融融合与社交裂变传播4类典型实践路径。指出，当前电子商务促进体育消费潜力释放仍存在机会维度的算法壁垒、能力维度的体验断层、动机维度的信任赤字与制度保障体系滞后等现实问题。据此，从优化技术伦理治理、深化虚实融合体验、重构数字信用体系与完善数字治理规则4个维度提出相关推进策略。

Abstract: E-commerce serves as a pivotal engine for unleashing sports consumption potential. Employing methodologies such as literature review, case analysis, and logical reasoning, and based on the Motivation-Opportunity-Ability (MOA) theoretical model, this study systematically elucidates the internal mechanism through which e-commerce promotes the release of sports consumption potential. It identifies four typical practical pathways: precise supply-demand matching, content-driven consumption, boundary dissolution and integration, and social fission propagation. The study points out that current practices still face realistic challenges, including algorithmic barriers in the opportunity dimension, experiential gaps in the ability dimension, trust deficits in the motivation dimension, and lagging institutional safeguard systems. Accordingly, relevant promotion strategies are proposed from four dimensions: optimizing technical ethics governance, deepening integrated virtual-real experiences, reconstructing the digital credit system, and perfecting digital governance rules.