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Volume 16, Issue 2
Consumption Behavior Analysis of Generation Z on Chinese Sports Brand Apparel with TAM-TPB Model

Hong-Bo Yan & You-Fang Chen

DOI: 10.3993/jfbim02421

Journal of Fiber Bioengineering & Informatics, 16 (2023), pp. 163-173.

Published online: 2024-04

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  • Abstract

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.

  • Keywords

Theory of Planned Behavior Technology Acceptance Model Generation Z Domestic Sports Brand Consumption Intention

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COPYRIGHT: © Global Science Press

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@Article{JFBI-16-163, author = {Yan , Hong-Bo and Chen , You-Fang}, title = {Consumption Behavior Analysis of Generation Z on Chinese Sports Brand Apparel with TAM-TPB Model}, journal = {Journal of Fiber Bioengineering and Informatics}, year = {2024}, volume = {16}, number = {2}, pages = {163--173}, abstract = {

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.

}, issn = {2617-8699}, doi = {https://doi.org/10.3993/jfbim02421}, url = {http://global-sci.org/intro/article_detail/jfbi/23074.html} }
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 -

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.

Yan , Hong-Bo and Chen , You-Fang. (2024). Consumption Behavior Analysis of Generation Z on Chinese Sports Brand Apparel with TAM-TPB Model. Journal of Fiber Bioengineering and Informatics. 16 (2). 163-173. doi:10.3993/jfbim02421
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