Introduction: Today, with the emergence of technology in various forms in industries, the sports industry has become one of the platforms for technology adoption. The present study examines the effect of perceived usefulness and perceived ease of use on the emotional performance value of sports products customers in Kermanshah.
Research method: This research was one of the descriptive researches of the correlation type. Sampling was selected from the customers of sports products in Kermanshah who had at least one experience of buying sports products in the last month. The measurement tool included the standard questionnaires of Sad and Behli (2005). According to Morgan's table, 384 customers were selected to analyze the data and measure the direct and indirect effectiveness of the variables, structural equation modeling was used in EMOS and SPSS software.
Findings: The studies showed that the sample size is sufficient to generalize the results to the society (0.6 KMO ≥ ). Cronbach's alpha higher than 0.7; The composite reliability index is higher than 0.7 and the average variance is higher than 0.5. The results showed that the perceived usefulness on the emotional performance value (10/12) was 0.502, the perceived ease of use was on the emotional performance value (15/49) 0.328. Finally, the fit indices such as SRMR (0.73) and NFI (1.17) are also at a good level, which shows the good fit of the model.
Conclusion: In line with previous studies, the development and expansion of paradigms such as perceived relative advantage, perceived usefulness and perceived ease will cause the purchase of sports products, and by influencing the perceived value, it will cause consumers' attitudes and ultimately lead to the improvement of customers' behavioral intentions. Sports goods will be.