A Study on the Application of E-Commerce in Mega Sporting Events

随着数字经济的发展，大型体育赛事逐渐成为电商平台获取流量、塑造品牌与促进销售的重要场景。本文以2023年杭州亚运会为研究对象，基于微博与主流媒体的文本数据，运用主题建模与情绪分析方法，对两类媒介在赛事期间的传播焦点与情绪表达差异进行了对比分析。研究发现，主流媒体内容侧重国家叙事与文化表达，情绪倾向高度正向，具有显著的品牌背书效应；而微博用户内容主要聚焦于赛事表现、公众态度与明星运动员，情绪表达更具个体化与波动性，展现出较强的内容转化与营销潜力。研究进一步指出，主流媒体–社交平台–电商平台之间正在构建情绪传播与商品联动的协同机制，为电商平台优化推荐系统与内容策略提供了理论支持与数据参考。With the advancement of the digital economy, mega sporting events have increasingly become key arenas for e-commerce platforms to drive traffic, build brand identity, and boost sales. This study takes the 2023 Hangzhou Asian Games as a case, utilizing text data from Weibo and mainstream media. Through topic modeling and sentiment analysis, it compares the communicative priorities and emotional expressions of the two media types during the event. The analysis reveals that mainstream media content emphasizes national narratives and cultural representation, with overwhelmingly positive sentiment and a strong brand endorsement effect. In contrast, Weibo users primarily focus on athletic performance, public sentiment, and celebrity athletes. Their emotional expressions are more personalized and volatile, showing considerable potential for content-driven marketing. The study further highlights an emerging synergistic mechanism linking mainstream media, social platforms, and e-commerce platforms through emotional transmission and product association. This offers both theoretical insights and empirical data to inform the optimization of recommendation systems and content strategies.