Analysis of Online Home Training Users’ Behavioral Intention and Use Behavior Based on the UTAUT Model: Moderating Roles of Risk Perception toward the COVID-19 Infection and Generational Difference
PURPOSE This study aimed (1) to analyze the behavioral intention and use behavior among the consumers of online home training contents via YouTube by employing the unified theory of acceptance and use of technology (UTAUT); (2) to test the moderating effects of risk perception toward the coronavirus...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Korean |
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Korea Institute of Sport Science
2022-06-01
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| Series: | Cheyuk gwahag yeon-gu |
| Subjects: | |
| Online Access: | http://kjss.sports.re.kr/upload/pdf/kjss-2022-33-2-211.pdf |
| _version_ | 1818161213342744576 |
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| author | Yun Ji Jeong Jun Hyeok Kang Joon Sung Lee |
| author_facet | Yun Ji Jeong Jun Hyeok Kang Joon Sung Lee |
| author_sort | Yun Ji Jeong |
| collection | DOAJ |
| description | PURPOSE This study aimed (1) to analyze the behavioral intention and use behavior among the consumers of online home training contents via YouTube by employing the unified theory of acceptance and use of technology (UTAUT); (2) to test the moderating effects of risk perception toward the coronavirus (COVID-19) infection, and 3) to test differential impacts of generational difference across millennial and baby boom generations. METHODS A total of 400 questionnaires were distributed, and 383 samples were used for the final analysis after excluding 17 incomplete responses. Data were analyzed using the SPSS 25.0 and AMOS 22.0. RESULTS It was found that (1) the performance expectancy, the effort expectancy, and the social influence had positive effects on behavioral intention; (2)the facilitating condition had negative effects on the use behavior; (3) the behavioral intention had positive impact on the use behavior. Moreover, the risk perception toward the COVID-19 infection did not have moderating impacts on the UTAUT model, whereas generational differences did. CONCLUSIONS Our results suggest that the marketing strategy that improves exercise performance, convenience, and social influencing factors may be key to home training customers' behavioral intention and use behavior. Furthermore, home training material makers should recognize that the features and infrastructure required for the two generations are distinct and develop a separate marketing strategy for each. |
| first_indexed | 2024-12-11T16:14:12Z |
| format | Article |
| id | doaj.art-1d60eda217494b40b8bece807b2e45b4 |
| institution | Directory Open Access Journal |
| issn | 1598-2920 2233-7938 |
| language | Korean |
| last_indexed | 2024-12-11T16:14:12Z |
| publishDate | 2022-06-01 |
| publisher | Korea Institute of Sport Science |
| record_format | Article |
| series | Cheyuk gwahag yeon-gu |
| spelling | doaj.art-1d60eda217494b40b8bece807b2e45b42022-12-22T00:58:59ZkorKorea Institute of Sport ScienceCheyuk gwahag yeon-gu1598-29202233-79382022-06-0133221122710.24985/kjss.2022.33.2.211564Analysis of Online Home Training Users’ Behavioral Intention and Use Behavior Based on the UTAUT Model: Moderating Roles of Risk Perception toward the COVID-19 Infection and Generational DifferenceYun Ji Jeong0Jun Hyeok Kang1Joon Sung Lee2Yonsei UniversityYonsei UniversityYonsei UniversityPURPOSE This study aimed (1) to analyze the behavioral intention and use behavior among the consumers of online home training contents via YouTube by employing the unified theory of acceptance and use of technology (UTAUT); (2) to test the moderating effects of risk perception toward the coronavirus (COVID-19) infection, and 3) to test differential impacts of generational difference across millennial and baby boom generations. METHODS A total of 400 questionnaires were distributed, and 383 samples were used for the final analysis after excluding 17 incomplete responses. Data were analyzed using the SPSS 25.0 and AMOS 22.0. RESULTS It was found that (1) the performance expectancy, the effort expectancy, and the social influence had positive effects on behavioral intention; (2)the facilitating condition had negative effects on the use behavior; (3) the behavioral intention had positive impact on the use behavior. Moreover, the risk perception toward the COVID-19 infection did not have moderating impacts on the UTAUT model, whereas generational differences did. CONCLUSIONS Our results suggest that the marketing strategy that improves exercise performance, convenience, and social influencing factors may be key to home training customers' behavioral intention and use behavior. Furthermore, home training material makers should recognize that the features and infrastructure required for the two generations are distinct and develop a separate marketing strategy for each.http://kjss.sports.re.kr/upload/pdf/kjss-2022-33-2-211.pdfutaut modelhome trainingrisk perception toward infectionmillennial generationbaby boom generation |
| spellingShingle | Yun Ji Jeong Jun Hyeok Kang Joon Sung Lee Analysis of Online Home Training Users’ Behavioral Intention and Use Behavior Based on the UTAUT Model: Moderating Roles of Risk Perception toward the COVID-19 Infection and Generational Difference Cheyuk gwahag yeon-gu utaut model home training risk perception toward infection millennial generation baby boom generation |
| title | Analysis of Online Home Training Users’ Behavioral Intention and Use Behavior Based on the UTAUT Model: Moderating Roles of Risk Perception toward the COVID-19 Infection and Generational Difference |
| title_full | Analysis of Online Home Training Users’ Behavioral Intention and Use Behavior Based on the UTAUT Model: Moderating Roles of Risk Perception toward the COVID-19 Infection and Generational Difference |
| title_fullStr | Analysis of Online Home Training Users’ Behavioral Intention and Use Behavior Based on the UTAUT Model: Moderating Roles of Risk Perception toward the COVID-19 Infection and Generational Difference |
| title_full_unstemmed | Analysis of Online Home Training Users’ Behavioral Intention and Use Behavior Based on the UTAUT Model: Moderating Roles of Risk Perception toward the COVID-19 Infection and Generational Difference |
| title_short | Analysis of Online Home Training Users’ Behavioral Intention and Use Behavior Based on the UTAUT Model: Moderating Roles of Risk Perception toward the COVID-19 Infection and Generational Difference |
| title_sort | analysis of online home training users behavioral intention and use behavior based on the utaut model moderating roles of risk perception toward the covid 19 infection and generational difference |
| topic | utaut model home training risk perception toward infection millennial generation baby boom generation |
| url | http://kjss.sports.re.kr/upload/pdf/kjss-2022-33-2-211.pdf |
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