@Article{JFBI-16-2,
author = {Yan, Hong-Bo and You-Fang, Chen},
title = {Consumption Behavior Analysis of Generation Z on Chinese Sports Brand Apparel with TAM-TPB Model},
journal = {Journal of Fiber Bioengineering and Informatics},
year = {2023},
volume = {16},
number = {2},
pages = {163--173},
abstract = {<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>},
issn = {2617-8699},
doi = {https://doi.org/10.3993/jfbim02421},
url = {https://global-sci.com/article/91107/consumption-behavior-analysis-of-generation-z-on-chinese-sports-brand-apparel-with-tam-tpb-model}
}