A153: Virtual Intelligent Sports Equipment: Gender Differences inConsumer Psychology Among College Students

<bold>Purpose:</bold> Virtual Intelligent Sports Equipment (VISE) primarily refers to sports fitness mobile applications. Scholars utilize the Technology Acceptance Model (TAM) to explore the psychological factors underlying consumption behavior. However, existing research lacks sufficient attention to gender differences. Investigating gender differences is crucial for a deeper understanding of consumer psychology, facilitating the formulation of gender-specific marketing strategies. This study aimed to analyze the consumption psychology of VISE among college students, examining gender differences to provide insights for promoting high-quality development in the sports industry. <bold>Method:</bold> Undergraduate students from four universities in northwest China were surveyed, yielding 1,333 valid questionnaires (726 females, 607 males). The questionnaire utilized a 5-point Likert scale to assess Perceived Usefulness (PU), Perceived Ease of Use (PE), Perceived Playfulness (PP), Perceived Risk (PR), and Consumption Intention (CI). SPSS was employed for validity and reliability testing, as well as mean difference testing. AMOS was used for Confirmatory Factor Analysis and multiple-group structural equation modeling. <bold>Results:</bold> Full-sample analysis: The measurement model demonstrated good reliability and validity (Cronbach' α &gt; 0.9, CR &gt; 0.8, AVE &gt; 0.7), with satisfactory fit of the structural model (CMIN/DF = 4.174, GFI = 0.963, AGFI = 0.945, TLI = 0.983, CFI = 0.987, RMSEA = 0.049). In the multi-group analysis: among females, PR had no significant impact on CI (β = -0.017, P &gt; 0.05), while PE (β = 0.192), PU (β = 0.248), and PP (β = 0.432) all had a positive effect on CI (P &lt; 0.01), with the path coefficient from PE to CI being significantly higher than in males (Z = 2.577, P &lt; 0.05). Among males, PE had no significant impact on CI (β = 0.04, P &gt; 0.05), while PU (β = 0.28) and PP (β = 0.435) positively influenced CI (P &lt; 0.01), and PR had a negative impact on CI among males (β = -0.152, P &lt; 0.01), with the path coefficient significantly higher than in females (Z = 2.755, P &lt; 0.05). Mean comparisons: female averages for PP, PU, and CI were significantly higher than in males (P &lt; 0.01), while male averages for PR were significantly higher than in females (P &lt; 0.01). <bold>Conclusion:</bold> PP, PU, PE, and PR influence college students' VISE consumption intention. Factors influencing females' VISE consumption intention include PU, PP, and PE, while for males, it is PU, PP, and PR. Females prioritize device simplicity, while males prioritize device safety. Females demonstrate higher sensitivity to PP and PU compared to males, while males exhibit higher sensitivity to PR compared to females. The inclination of women towards VISE consumption is stronger than that of men, suggesting the need for device researchers to design with gender considerations in mind.