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户外运动参与者在线购买登山装备行为研究

A Study of Outdoor Sports Participants’ Behavior in Purchasing Mountaineering Equipment Online

Study on China Physical Science / 2024,6(4): 441-450 / 2024-11-27 201 281

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• Authors: 向明霞¹      王金鹏¹      贾茨宝¹      张位中²      刘勇²     
• Information:

  1．成都大学体育学院，成都；
  2．四川旅游学院旅游文化产业学院，成都

• Keywords: Outdoor sports participants; Mountaineering equipment; Purchasing behavior 户外运动参与者；登山装备；购买行为
• Abstract: E-commerce develops rapidly, online purchasing consumers are growing explosively, and the purchasing methods of outdoor sports participants are gradually transitioning to online. This paper takes consumers who have purchased hiking equipment online as the survey object, combines the current situation of e-commerce sales of outdoor products, combines the seven influencing factors, draws on the previous scale and develops a questionnaire. The questionnaire was distributed through major social APPs, and a total of 240 empirical samples were successfully obtained. The results of the empirical study show that: price and word of mouth are no longer the main factors influencing outdoor sports participants to buy mountaineering equipment online; the quality of customer service and the quality of the website design have become the main factors influencing outdoor sports participants to buy mountaineering equipment online, and the quality of mountaineering equipment, logistics and safety have gradually become the key factors influencing consumer purchasing behavior. The quality, logistics and safety of mountaineering equipment have gradually become the key factors influencing consumers’ purchasing behavior. Online sales platforms and their related enterprises should be committed to improving the efficiency and quality of logistics services and strengthening safety measures to ensure that consumers are provided with high-quality products. By continuously improving their competitiveness, enterprises can effectively protect the legitimate rights and interests of customers, thus attracting more consumers to purchase mountaineering equipment online. 随着电子商务的飞速发展，在线购买的消费者数量呈爆发式增长，户外运动参与者的购买方式也逐渐过渡到线上。本文以在线购买过登山装备的消费者为调查对象，结合户外登山装备电商销售现状的影响因素，借鉴前人相关量表并制定问卷。通过各大社交App发放调查问卷，成功获取了共计240份实证样本。实证研究结果表明：价格与口碑已经不再是影响户外运动参与者在线购买登山装备的主要因素；客服人员的服务质量与网站设计质量已成为影响户外运动参与者在线购买登山装备的主要因素，且登山装备质量、物流以及安全保障等方面逐渐成为影响消费者购买行为的关键因素。线上销售平台及其相关企业应当致力于提升物流服务的效率与质量，并加强安全保障措施，确保为消费者提供高品质的产品。通过不断提升自身的竞争力，企业能够有效维护顾客的合法权益，从而吸引更多消费者选择在线购买登山装备。
• DOI: https://doi.org/10.35534/scps.0604042
• Cite: 向明霞，王金鹏，贾茨宝，等．户外运动参与者在线购买登山装备行为研究［J］．中国体育研究，2024，6（4）：441-450．