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Exploring the Adoption of Sports Brand Apps: An Application of the Modified Technology Acceptance Model

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  • Hyun Byun

    (Yonsei University, Seoul, South Korea)

  • Weisheng Chiu

    (Keimyung University, Daegu, South Korea)

  • Jung-sup Bae

    (Yonsei University, Seoul, South Korea)

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.

Suggested Citation

  • Hyun Byun & Weisheng Chiu & Jung-sup Bae, 2018. "Exploring the Adoption of Sports Brand Apps: An Application of the Modified Technology Acceptance Model," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 9(1), pages 52-65, January.
    • Handle: RePEc:igg:jabim0:v:9:y:2018:i:1:p:52-65
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    Cited by:

    1. Salvador Angosto & Jerónimo García-Fernández & Moisés Grimaldi-Puyana, 2023. "A systematic review of intention to use fitness apps (2020–2023)," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-11, December.
    2. Anna Vinnikova & Liangdong Lu & Jiuchang Wei & Guangbao Fang & Jing Yan, 2020. "The Use of Smartphone Fitness Applications: The Role of Self-Efficacy and Self-Regulation," IJERPH, MDPI, vol. 17(20), pages 1-17, October.
    3. Jerónimo García-Fernández & Pablo Gálvez-Ruiz & Moisés Grimaldi-Puyana & Salvador Angosto & Jesús Fernández-Gavira & M. Rocío Bohórquez, 2020. "The Promotion of Physical Activity from Digital Services: Influence of E-Lifestyles on Intention to Use Fitness Apps," IJERPH, MDPI, vol. 17(18), pages 1-15, September.
    4. Salvador Angosto & Jerónimo García-Fernández & Irena Valantine & Moisés Grimaldi-Puyana, 2020. "The Intention to Use Fitness and Physical Activity Apps: A Systematic Review," Sustainability, MDPI, vol. 12(16), pages 1-25, August.
    5. Acheampong Owusu & Ivy Hawah Taana & Akeem Soladoye Bakare & Daha Tijjani Abdurrahaman & Frederick Edem Broni Jnr, 2020. "Investigating the nexus between Mobile Apps Adoption and Privacy Concerns among Users:," Technium Social Sciences Journal, Technium Science, vol. 10(1), pages 167-188, August.
    6. Lara Stocchi & Naser Pourazad & Nina Michaelidou & Arry Tanusondjaja & Paul Harrigan, 2022. "Marketing research on Mobile apps: past, present and future," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 195-225, March.
    7. Sameena Naaz & Sarah Ali Khan & Farheen Siddiqui & Shahab Saquib Sohail & Dag Øivind Madsen & Asad Ahmad, 2022. "OdorTAM: Technology Acceptance Model for Biometric Authentication System Using Human Body Odor," IJERPH, MDPI, vol. 19(24), pages 1-17, December.
    8. Jo-Hung Yu & Gordon Chih-Ming Ku & Yu-Chih Lo & Che-Hsiu Chen & Chin-Hsien Hsu, 2021. "Identifying the Antecedents of University Students’ Usage Behaviour of Fitness Apps," Sustainability, MDPI, vol. 13(16), pages 1-13, August.
    9. Cho, Heetae & Chi, Christina & Chiu, Weisheng, 2020. "Understanding sustained usage of health and fitness apps: Incorporating the technology acceptance model with the investment model," Technology in Society, Elsevier, vol. 63(C).
    10. Ji-Hye Kim & Eungoo Kang, 2023. "An Empirical Research: Incorporation of User Innovativeness into TAM and UTAUT in Adopting a Golf App," Sustainability, MDPI, vol. 15(10), pages 1-22, May.

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