Depth Analysis of the Influence of Sports Product Market Price Fluctuation on Public Sports Participation Behavior

A dual-method approach will be used to study how price changes in sports goods affect the participation of ordinary people in sports and what moderating factors exist. Based on the panel data from 5,803 samples in the 31 Chinese provinces and 50 in-depth consumer interviews, a 10% increase in the price of sports products reduced total participation in sports by 1.7 percentage points; moreover, significant differences existed among socioeconomic groups, and the price elasticity for the low-income group (-0.31) was about six times greater than that for the high-income group (-0.05). The reasons for this difference are as follows: Budget constraints (42%), fewer choices available (31%), and differing levels of psychological accounting (27%). Research has shown that both the secondary market platform (a 10% increase in GMV) and the use of digital technology reduce elasticity; specifically, live-streaming commerce users have a 0.045 lower elasticity. Sports consumption vouchers also exhibit a relatively high threshold effect at a 15% subsidy rate; above this level, the policy effect increases by 86%. Based on the "Economic-Psychological-Digital" tripartite theoretical system, this paper extends the former one-way causality of traditional price elasticity theory to construct a multi-level interaction model of sports consumption behaviour in the digital era. Based on empirical studies, digital literacy moderates the effect of price sensitivity through three paths: cognitive reframing, social reinforcement and technological empowerment, and online community members adjust to price changes 2.3 times faster than non-members. A combined policy of "subsidy + facility construction" shows better results than either policy alone and has increased efficiency by 42%