Abstract:

This study explores the interrelationships among customer perceived value (CPV), technology acceptance model (TAM), and purchase intention in the context of Taiwan’s badminton market for synthetic feather shuttlecocks. The appropriate theoretical and practical statistical relationships among these constructs are developed and verified. Using survey data from 206 out of 500 randomly selected badminton players, this study employs structure equation modeling (SEM) to scrutinize the research hypotheses. The findings reveal that (1) perceived product quality has significant influences on perceived usefulness, perceived ease of use, and behavioral intentions, (2) perceived economic value (price) has noteworthy effects on perceived usefulness and behavioral intentions, (3) both perceived usefulness and perceived ease of use have significant impacts on behavioral intentions, & (4) the indirect impacts of both perceived quality and perceived economic value (price) on behavioral intentions confirm the mediating effects of perceived usefulness and perceived ease of use. This pioneer exploratory research offers practical guidelines for promotion strategies. The findings and the statistical results provide supportive evidence for implementing appropriate sports marketing management on antecedents of purchase intention to reinforce the appreciation of synthetic feather shuttlecocks.