技术接受度和心理因素对大学生“网络体育产品”购买意愿的影响:利用多群组分析的性别差异

The Influence of Technical Acceptance and Psychological Factors on University Students’ Intention to Purchase “Online Sports Products”: Gender Differences Using Multi-group Analysis

摘要

为了探讨技术接受度与心理因素对大学生“网络体育产品”购买意愿影响的性别差异,采用问卷调查、验证性因子分析和结构方程等方法,运用Smart PLS 4.1.0.0 进行统计分析并验证研究假设。研究结果表明:男大学生和女大学生在感知有用性、感知易用性对“网络体育产品”购买意愿方面存在显著的性别差异。男大学生和女大学生在态度、主观规范、感知行为控制对“网络体育产品”购买意愿的关联性方面无显著的性别差异。女大学生相比于男大学生,更加强烈地受到感知有用性和感知易用性的影响。据此提出:探寻大学生心理认知需求,制定“网络体育产品”的营销策略；打造高价值的“网络体育产品”,提升大学生的购买力；提升“网络体育产品”易用性和有用性,激发大学生的购买欲望；加强数字化基础设施建设,优化移动支付平台设计等几点建议。

Abstract

In order to explore the gender differences in the influence of technical acceptance and psychological factors on college students' willingness to purchase "online sports products", methods such as questionnaire survey, confirmatory factor analysis, and structural equation modeling were used. Smart PLS 4.1.0.0 was used for statistical analysis and to verify the research hypothesis. The research results indicate that there are significant gender differences in the perceived usefulness and perceived ease of use of "online sports products" between male and female college students. There is no significant gender difference in the correlation between attitudes, subjective norms, and perceived behavioral control and purchase intention between male and female college students. Female college students are more strongly influenced by perceived usefulness and perceived ease of use compared to male college students. Based on this, it is proposed to explore the psychological cognitive needs of college students and develop marketing strategies for "online sports products"; create high-value "online sports products" to enhance the purchasing power of college students; and enhance the usability and usefulness of "online sports products" to stimulate college students' desire to purchase; Suggestions include strengthening the construction of digital infrastructure and optimizing the design of mobile payment platforms.

关键词

技术接受度 / 心理因素 / 大学生 / 网络体育产品 / 购买意愿 / 性别差异 / 多群组分析

Key words

technical acceptance / psychological factor / university student / online sports products / purchase intention / gender differences / multi-group analysis

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