Sports Products and Services: Technological Acceptance and Psychological Factors Influencing Online Purchase Behavior amongst University Students

With the rapid development of China's sports industry and e-commerce, China's online sports products and services market is also growing. At the same time, with the continuous popularization and development of the Internet, more Chinese consumers are starting to shop online, especially the younger generation of university students. Data show that China's online sports products and services market has become a large and important market. Technology acceptance and psychological factors will affect the intention and purchasing behavior of Chinese university students for online sports products and services. The intention and purchasing behavior of university students will also affect the sales and profits of sports companies and affect the competitive advantage of sports companies. Companies can improve the intention and purchasing behavior of university students by providing high-quality online sports products and services. Therefore, understanding university students' technology acceptance, psychological factors and improving the intention and purchasing behavior of university students for online sports products and services will become a strategic task for merchants or companies. This study examines five independent variables: attitude, subjective norm, perceived behavioral control, perceived ease of use, and perceived usefulness; two dependent variables, including purchase intention and purchase behavior, and one moderating variable-gender. This study aims to explore the theoretical knowledge of China's online sports products and services market and provide insights for all enterprises and merchants in China's online sports products market services market.