Journal of Fiber Bioengineering & Informatics, 16 (2023), pp. 163-173.
Published online: 2024-04
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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} }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.