Social e-commerce, with its interactive, community-based, and content-driven features, has profoundly transformed the dynamics of sports consumption. This study, focusing on university students and urban residents, adopts the SOR model and the "people-goods-place" framework to analyze the role of social e-commerce in promoting sports consumption. The findings reveal that younger consumers prefer immersive shopping experiences offered by social e-commerce, while older consumers prioritize product value and service reliability. By leveraging precise recommendations and community interaction, social e-commerce has facilitated the growth of niche sports markets and enhanced brand communication. The study recommends optimizing interactive experiences, strengthening regulatory mechanisms, and promoting sustainable consumption to drive the digital transformation and high-quality development of the sports industry.