TY - JOUR
T1 - Consumption Behavior Analysis of Generation Z on Chinese Sports Brand Apparel with TAM-TPB Model
AU - Yan , Hong-Bo
AU - Chen , You-Fang
JO - Journal of Fiber Bioengineering and Informatics
VL - 2
SP - 163
EP - 173
PY - 2024
DA - 2024/04
SN - 16
DO - http://doi.org/10.3993/jfbim02421
UR - https://global-sci.org/intro/article_detail/jfbi/23074.html
KW - Theory of Planned Behavior
KW - Technology Acceptance Model
KW - Generation Z
KW - Domestic Sports Brand
KW - Consumption Intention
AB - <p style="text-align: justify;">Generation Z refers to those born between 1996 and 2010. Generation Z is entering the workforce and
becoming the leading consumer market force. Studying the consumption intentions of Generation Z
toward domestic sports brand apparel can significantly benefit the brand’s future business development.
This study employs a questionnaire survey and incorporates factors from the Technology Acceptance
Model (TAM) based on the Theory of Planned Behavior (TPB) to investigate the factors influencing
Generation Z consumers’ online purchasing intentions for Chinese sports brand apparel. The results
indicate that the behavioral intentions of Generation Z towards domestic sports brands are significantly
positively correlated with subjective norms, perceived behavioral norms, usefulness, and ease of use.</p>