随着经济与网络技术的不断发展,我国已进入到电子商务时代。体育行业在经济市场中占据着较大的比重,随着互联网的兴起,体育消费者也能够通过网络销售平台进行消费,给其消费行为带来了很大的改变。本文对我国体育行业电子商务的现状进行了简单的介绍,并进行了电子商务时代网络体育消费者购买决策力的探讨。 With the continuous development of economy and network technology, China has entered the era of e-commerce. The sports industry occupies a large proportion in the economic market. With the rise of the Internet, sports consumers can also consume through the online sales platform, bringing great changes to their consumer behavior. This article briefly introduces the current situation of e-commerce in China’s sports industry, and discusses the purchasing power of online sports consumers in the era of e-commerce.