Factors of Technology Acceptance Affecting the Purchase Intention of Sportswear Online via Mobile Applications of Generation Y Consumers

Abstract

                This research aims to (1) examine the level of technology acceptance factors and purchase intention for sportswear online, (2) investigate the relationships between technology acceptance factors and purchase intention, and (3) analyze the influence of technology acceptance factors on purchase intention among Generation Y consumers through mobile applications. The study employs the Technology Acceptance Model (TAM) framework using a quantitative research methodology through online questionnaires. The sample consists of 400 Generation Y consumers aged 21-37 years who have previously purchased sportswear through mobile applications, selected using convenience sampling method. Data analysis includes descriptive statistics and multiple regression analysis. The findings reveal that (1) Generation Y consumers demonstrate high levels of technology acceptance factors and purchase intention across all dimensions (mean = 3.89-4.12), (2) all four technology acceptance factors show significant positive correlations with purchase intention (r = 0.625-0.756), and (3) Perceived Usefulness (β = 0.412), Attitude Toward Using (β = 0.264), Behavioral Intention to Use (β = 0.215), and Perceived Ease of Use (β = 0.187) significantly and positively influence purchase intention at the 0.01 significance level, explaining 71.8% of the variance. These results provide valuable insights for developing digital marketing strategies and application design that effectively meet the needs of digital-era consumers.