| The State Council’s “Some Opinions on Accelerating the Development of Sports Industry and Promoting Sports Consumption” proposed that by 2025,the total size of the sports industry exceeds 5 trillion yuan.The introduction of policies has promoted the further development of China’s sports industry and sports consumption.With the awakening of fitness awareness,people’s enthusiasm for general participation in physical exercise has increased significantly,which is accompanied by a strong demand for sporting goods.Under the background of “Internet+”,the development of e-commerce is in a rush.The more consumers are enthusiastic about price transparency and convenient online shopping.Buying sporting goods online has become one of the highlights of sports economic growth.Factors influencing consumers’ willingness to buy online are playing an important role in brand competition.This research is based on knowledge theory and takes the perspective of perceived value as a starting point to deeply analyze the relationship between online shopping consumer’s online shopping willingness,perceptual interest and perceived risk.It also sorts out existing research results,draws on relevant theoretical experience,and proposes hypotheses and constructs.The theoretical model of the influencing factors of consumers’ online purchase willingness of sporting goods.Through online questionnaires,surveys were carried out on online shopping for consumers of sporting goods,1,000 questionnaires were actually issued,and 966 valid questionnaires were retrieved.After recovering the data analysis and processing,the structural equation model was used for empirical analysis to explore the influencing factors of online shopping consumers’ willingness to purchase online products,and to clarify the relationship between perceived value,perceived benefits,perceived risk and the online shopping intention of sporting goods consumers.Enterprises can provide reference for improving competitiveness.Research results:(1)There is a significant correlation between consumers’ online shopping willingness and consumer perceived value of sporting goods consumers.The two important factors affecting consumer perceived value are perceived and perceived risks,and the main ones are perceived benefits,followed by perceived risks.(2)In the absence of consideration of perceived value,the increase of perceived interest has a positive effect on the online shopping will of the sporting goods consumer.Perceived risk will reduce the consumer’s willingness to purchase.As a whole,the perceived value is weighed against the consumer of sporting goods.The advantages and disadvantages of online shopping play an intermediary role.(3)After factor analysis,it is concluded that one of the main components of the perceived benefits of sporting goods consumers is usefulness.The main component of consumer perceived value is social value.When consumers buy online sports goods,they are not only concerned with sports goods.Its own features,price/performance ratio and related information also try to establish social connections with others through shopping websites.Therefore,in order to further improve the online shopping consumer’s willingness to purchase online products,the following countermeasures and suggestions are proposed:(1)Diversification strategy of sporting goods should further meet the needs of different consumers,and from the consumer’s point of view,provide the most possible types.And merchandise information for consumers to choose.(2)Satisfy the spiritual needs of consumers,improve shopping satisfaction and increase customer stickiness.Sporting goods online merchants create groups for high-frequency browsing customer groups and purchased consumer groups to provide consumers with a communication platform.(3)Pay attention to the quality of sports products and the quality of after-sales services to improve the reputation of online shops.Businesses should actively help consumers solve problems,strictly control every procedure,and truthfully promote the product,so as to ensure quality and quantity,fame and fortune.(4)The purchase websites for sports articles should strengthen security guarantees,establish a comprehensive online and offline trustworthy reward mechanism and a dishonest disciplinary mechanism,and gradually form a more mature purchase system,so as to realize the increase in online shopping consumers’ willingness to purchase online games. |
