Abstract
The purpose of this study is to explore the influence of customer trust and perceived value of online consumers of sports products on their purchase intention. Customer trust is the basis of establishing a long-term and stable relationship between customers and enterprises, while perceived value is the customer's perception of the actual benefits of products or services. The promotion of customer trust and perceived value can effectively promote the enhancement of purchase intention. Therefore, enterprises should pay attention to improving customers' trust and perceived value, so as to improve consumers' willingness to buy sports products, thus improving their market competitiveness and promoting their development.
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