Promoting Factors and Interaction of Commercial Network Embedding in the Sporting Goods Industry

Based on the research data of the sporting goods industry in Dongguan City, Guangdong Province, China, the variables of environmental factors, inter-enterprise factors and factors of the enterprise itself are integrated on the basis of the theory of transaction cost and the view of resource base. From both theoretical and empirical perspectives, the internal and external factors affecting the embedding degree of commercial network relationship of China's sporting goods industry and their mechanism of action are studied. It is found that:① The higher the uncertainty and the systematicness of the environment in which the sporting goods industry enterprises are located, the higher the degree of embedding of the relationship between the members of their commercial networks.② The higher the asset specificity of complementary resources among the members of the commercial network of the sporting goods industry, and the stronger the relationship capital owned by the commercial network, the more embedded relationship between its commercial network members. ③ The experience and information processing ability of the commercial network reorganization of the sporting goods industry enterprises have no significant effects on the relationship embedding level of the business network members.