نوع مقاله : مقاله پژوهشی
نویسنده
گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسنده [English]
In the age of digital transformation, Artificial Intelligence (AI) has become a major force in changing consumer behavior and lifestyle. This study presents a new theoretical and practical contribution by using the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) to explore how AI affects sustainable consumption and lifestyle choices in the sports product market, a topic that has often been ignored in past research. This is an applied and correlational study. The data were collected from 265 active sports product consumers selected through random sampling. A standard questionnaire by Sharma and Sharma (2024) was used, and the results were analyzed using structural equation modeling (PLS-SEM). The results showed that all UTAUT2 components, performance expectancy, effort expectancy, social influence, and facilitating conditions had significant effects on behavioral intention to use AI technologies. Also, behavioral intention had a strong and meaningful effect on sustainable consumption behavior. These findings suggest that when AI technologies match consumer values and lifestyle, it can increase the acceptance of technology and guide consumers toward greener choices. The results have practical applications in designing smart recommendation systems, green marketing campaigns, and technology-related policies to promote sustainable consumption, especially in the sports industry.
کلیدواژهها [English]
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