Abstract
The purpose of this article was to apply the modified technology acceptance model (TAM) to examine factors influencing consumers' intention and actual behavior in using sports brand apps. Convenience sampling was conducted for Korean consumers (N = 261) of sports brand apps. Data were analyzed by partial least squares structural equation modeling (PLS-SEM) using SmartPLS 3.0. The results found that the level of enjoyment had a significantly positive effect on the perceived ease of use, while perceived ease of use also positively affected perceived usefulness. Behavioral intention to use sports brand apps was most significantly influenced by perceived enjoyment, followed by perceived usefulness, and then perceived ease of use. Moreover, behavioral intention positively affected actual behavior. In addition, a multi-group analysis carried out found differences between three age groups (20s, 30s, and 40+) regarding the use of sports brand apps. The findings provide a better understanding of consumer behavior when using sports brand apps.
| Original language | English |
|---|---|
| Pages (from-to) | 52-65 |
| Number of pages | 14 |
| Journal | International Journal of Asian Business and Information Management |
| Volume | 9 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 1 Jan 2018 |
| Externally published | Yes |
Keywords
- Behavioral Intention
- Exercise
- Multi-Group Analysis
- Partial Least Square
- Perceived Ease of Use
- Perceived Enjoyment
- Perceived Usefulness
- Sports Apps
- Technology Acceptance Model
