IDEAS home Printed from https://ideas.repec.org/a/ajp/edwast/v9y2025i4p215-229id5956.html
   My bibliography  Save this article

An empirical study on the impact of digital platform usage on sports consumption behavior based on the theory of planned behavior

Author

Listed:
  • Yu Le
  • Rozita Binti Abdul Latif
  • Azlina Zid

Abstract

This study aims to examine how digital platform usage influences sports consumption behavior by integrating it into the Theory of Planned Behavior (TPB), emphasizing the mediating role of consumption intention. A quantitative approach was adopted, collecting 318 valid responses from Chinese users of digital platforms related to sports. Structural Equation Modeling (SEM) was employed to test the hypothesized model, including confirmatory factor analysis and bootstrapping to examine mediation effects. Results show that subjective norms, attitudes, and digital platform usage all significantly predict sports consumption intention. Attitude exhibited the strongest effect on intention. Consumption intention, in turn, significantly influences actual sports consumption behavior. Notably, digital platform usage does not directly affect consumption behavior but exerts an indirect effect through intention. The mediating role of intention was confirmed in all proposed pathways. Digital platforms shape sports consumption behavior primarily by influencing users’ psychological intentions rather than direct behavioral activation. The findings suggest that platform operators and sports marketers should focus on enhancing user intention through positive attitudes and social influence, rather than solely promoting direct transactions.

Suggested Citation

  • Yu Le & Rozita Binti Abdul Latif & Azlina Zid, 2025. "An empirical study on the impact of digital platform usage on sports consumption behavior based on the theory of planned behavior," Edelweiss Applied Science and Technology, Learning Gate, vol. 9(4), pages 215-229.
    • Handle: RePEc:ajp:edwast:v:9:y:2025:i:4:p:215-229:id:5956
    as

    Download full text from publisher

    File URL: https://learning-gate.com/index.php/2576-8484/article/view/5956/2151
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ajp:edwast:v:9:y:2025:i:4:p:215-229:id:5956. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Melissa Fernandes (email available below). General contact details of provider: https://learning-gate.com/index.php/2576-8484/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.