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Research on Determinants of Online Purchasing Behavior of Sportswear Based on TPB Theory

Author(s)

Xinyue Zhang

Affiliation(s)

Kaplan City Campus, Singapore

Abstract

The promotion of national health preservation has led to a heightened awareness among the public regarding the significance of physical activity, thereby stimulating demand for sportswear. The present study, grounded in the TPB (Theory of Planned Behavior), undertakes an analytical examination of consumers' propensity to purchase sportswear on online platforms, their behavioral patterns, and the factors that influence these behaviors. A comprehensive analysis of 545 questionnaire survey responses revealed that consumers exhibit a high degree of confidence in online platforms and frequently utilize them for the acquisition of sportswear. Furthermore, consumers' purchase intention is significantly and positively influenced by their credibility in online platforms, attitude, subjective norms, and perceived behavioral control, which in turn significantly and positively affects their purchase behavior.

Keywords

TPB Theory; Sportswear; Purchase Intention; Online Platforms Credibility

References

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