Abstract
With the rapid development of internet and information technology, adopting internet platform will provide new advantage for companies, especially for sporting goods business. In recent years, most sports enterprises build their own online sales platform, enhance customer loyalty and improve its competitive advantages by using efficient B2C distribution platform. In this paper, we make empirical analysis of the factors that will affect the brand loyalty, the result shows that: (1) from the correlation analysis, the platform trust and platform satisfaction has a significant correlation with the brand loyalty; (2) from the regress analysis, the coefficient is -0.865, t is 3.801 and Sig. is 0, the result shows that platform satisfaction has significant positive effect on platform loyalty. On this basis, we put forward the related suggestions to improve the network marketing of sports commodity.
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