Research on the Influencing Factors of Consumer Purchasing Decisions in E-Commerce Marketing—Taking Sports Equipment as an Example

随着电子商务在体育器材领域的深度渗透，消费者线上购买决策机制呈现复杂化特征。本研究通过国内各头部电商平台财报和文献综述的方式对消费者线上购买体育器材的现状进行了分析，并针对消费者购买决策的影响因素进行了探究，提出产品质量、价格、口碑以及消费者在平台购物的体验是影响消费者购买决策的主要因素，并据此提出做好商品品质管理工作、动态定价、分层营销、利用社交媒体提升品牌影响力、优化线上平台选购服务等影响对策，希望为体育器材营销提供参考。With the deep penetration of e-commerce in the field of sports equipment, consumers’ online purchasing decision-making mechanisms have become increasingly complex. This study analyzed the current situation of consumers purchasing sports equipment online through financial reports and literature reviews of various leading e-commerce platforms in China, and explored the influencing factors of consumers’ purchasing decisions. It was proposed that product quality, price, reputation, and consumers’ shopping experience on the platform are the main factors affecting consumers’ purchasing decisions. Based on this, effective measures such as product quality management, dynamic pricing, layered marketing, utilizing social media to enhance brand influence, and optimizing online platform purchasing services were proposed, hoping to provide reference for sports equipment marketing.