B2C电子商务视角下体育消费行为的研究

Sports Consumption Behavior Viewed from B2C Electronic Commerce

基于电子商务发展的大环境,分析B2C电子商务模式下体育消费的发展现状与新变化,以及其发展的主要影响因素,并对进一步刺激体育消费行为提出了建议:进一步完善政策法规;构建网络营销体系;建设完善的社会诚信体系;建立完善的服务体系;转变消费者的消费观念。

The paper analyses the development and change of sports consumption behavior in the B2 Celectronic commerce model.With the research methods of literature study and logic analysis,the paper analyses the sports consumption behavior in the B2 Celectronic commerce model and the main influential factors of its development.The paper also proposes to improve laws and regulations,construct online market system,establish sound social credit system,establish sound service system and change the consumption concept of the consumers.