The Mechanism by Which E-commerce Brands Influence Consumer Willingness: Taking Sichuan Users’ Consumption of Sporting Goods As an Example

This paper investigates sporting goods consumers in Sichuan Province and examines the mechanism through which ecommerce brand characteristics influence purchase intention. Based on the technology acceptance model and trust theory, a theoretical framework of “e-commerce brand characteristics-consumer trust and perceived value-purchase intention” is constructed. Questionnaire data from 584 consumers with online sporting goods purchasing experience are collected, and structural equation modeling is used for empirical testing. The results show that store reputation, product quality, logistics speed, and customer service significantly affect purchase intention through the mediating effects of consumer trust and perceived value. Store reputation has the most prominent influence on trust, while logistics speed has the strongest effect on perceived value. Trust and perceived value both play partial mediating roles between e-commerce brand characteristics and purchase intention. The study further identifies differentiated regional consumption mechanisms in Sichuan Province: Chengdu shows an innovation-oriented consumption pattern, while cities such as Mianyang and Yibin show stronger trust-risk aversion. The findings provide decision support for regionally differentiated e-commerce marketing strategies.