Year: 2023
Author: Hong-Bo Yan, You-Fang Chen
Journal of Fiber Bioengineering and Informatics, Vol. 16 (2023), Iss. 2 : pp. 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.
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Journal Article Details
Publisher Name: Global Science Press
Language: English
DOI: https://doi.org/10.3993/jfbim02421
Journal of Fiber Bioengineering and Informatics, Vol. 16 (2023), Iss. 2 : pp. 163–173
Published online: 2023-01
AMS Subject Headings:
Copyright: COPYRIGHT: © Global Science Press
Pages: 11
Keywords: Theory of Planned Behavior