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

  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.