Scene Reconstruction and Value Co-creation: The Implementation Path of Digital Technology Empowering Sports Consumption Upgrading

Abstract

Against the backdrop of the deep integration of the digital economy and the real economy, sports consumption is undergoing a profound transformation from "physical consumption" to "participatory experience consumption" and from "single-function consumption" to "composite scene consumption." As a disruptive force, digital technology is not only a tool for improving efficiency but also a core engine for reshaping the "people-goods-scene" relationship in sports consumption. Based on Scene Theory and Service-Dominant Logic (S-D Logic), this paper abandons the traditional linear analysis paradigm and constructs a dual-drive analytical framework of "Scene Reconstruction - Value Co-creation." The study finds that digital technology thoroughly reconstructs the spatiotemporal form of sports consumption through three logics: the "intelligent enhancement of physical scenes," the "immersive generation of virtual scenes," and the "boundless extension of social scenes." On this basis, the value generation mechanism of sports consumption has undergone a fundamental paradigm shift: consumers have transformed from passive recipients of value to co-creators (Prosumers), achieving consumption upgrading during the co-creation processes of experiential value, social value, symbolic value, and data value. The article further points out that a long-term mechanism for digital technology to empower sports consumption upgrading should be built by consolidating new digital infrastructure to support the scene revolution, innovating business models to monetize co-created value, and improving digital governance to ensure ecological security.