中国在线体育用品消费现状与影响因素——基于天猫平台的大数据实证分析  

Current Situation and Influencing Factors of Online Sporting Goods Consumption in China:An Empirical Study Based on Big Data from Tmall

作　　者：罗乐 王兆红[1] 方旭东[2] 许寒冰 钟华梅[1] 康晓磊[3] LUO Le;WANG Zhaohong;FANG Xudong;XU Hanbing;ZHONG Huamei;KANG Xiaolei(School of Physical Education and Sports,Beijing Normal University,Beijing 100875,China;Social Sports Center,The General Administration of Sport of China,Beijing 100763,China;School of P.E.and Humanities,Nanjing Sport Institute,Nanjing 201014,Jiangsu,China)

机构地区：[1]北京师范大学体育与运动学院,北京100875 [2]国家体育总局社会体育指导中心,北京100763 [3]南京体育学院体育教育与人文学院,江苏南京210014

出　　处：《上海体育学院学报》2021年第6期35-49,58,共16页Journal of Shanghai University of Sport

基　　金：国家体育总局决策咨询研究项目(2019-C-09);国家发展和改革委员会社会发展重大政策、形势研究课题(2020-10)。

摘　　要：目的通过在线体育用品交易大数据研究中国在线体育用品消费现状与影响因素。方法①通过天猫平台大数据对中国在线体育用品消费现状进行基于横截面设计的描述性分析;②聚焦EKB理论的信息搜寻环节,进行一系列条件过程分析,探讨消费者购买不同商品时各因素所发挥的中介、调节效应及其路径和影响力;③聚焦方案评估环节,结合定性和定量分析进行探索性研究,归纳消费者购买不同体育用品时关注的商品属性。结果①健身裤、划船机等多数商品的折扣率经过评价数影响商品销量的中介效应受到了收藏数或原价的调节,在路径前半段、后半段或前后半段皆存在这种有调节的中介效应。②哑铃、运动手环等商品的折扣率对销量的影响受到评价数的调节且这种调节自身又受到收藏数的调节。结论中国在线体育用品消费呈低端化趋势,网络店铺市场占有率呈幂律分布趋势。有调节的中介效应存在于健身裤、划船机等多数商品中;哑铃、运动手环等商品中存在被调节的调节效应。Objective To explore the current situation and influencing factors of online sporting goods consumption in China based on the big data from Tmall. Methods Big data of online sporting goods transactions of Tmall were obtained.Information search of KEB theory and conditioning process analysis were used to probe into the mediated and moderated function,as well as its path and influence. Evaluation was finally adopted to conclude the consumers’ attention to commodity attributes. Results The effect of discount rate on sales of fitness pants and rowing machine was moderated by the number of collections or initial price through the number of reviews.For dumbbell,sports bracelet and other kinds of sporting goods,the moderation of discount rate’s effect on sales by the number of reviews was itself moderated by number of collections. Conclusions The online sporting goods on sale in China tends to be low-end,and the market share of online stores features itself with a power-law distribution. The mediated role with moderation is shown in most products such as fitness pants and rowing machines,while the products like dumbbell and sports bracelet are affected by moderated role.

关 键 词：体育用品 在线消费 大数据 中介效应分析 调节效应分析 条件过程分析 天猫平台 

分 类 号：G80-05[文化科学—运动人体科学]