Document Type : Original Article
Authors
1 PhD Student, Sports Management, College of Farabi, University of Tehran, Iran.
2 PhD Student of Sports Management Department, Faculty of Management and Accounting, University of Tehran, Qom, Iran.
3 Assistant Professor, Department of Business Management, Faculty of Financial Science, Management and Entrepreneurship, University of Kashan, Kashan, Iran.
Abstract
Purpose: In this century, technological advances have been central to the development of societies. Various countries have increasingly embraced technological innovations to enhance life experiences in different dimensions. However, consumers' widespread adoption of these technologies is crucial for their ongoing success and further expansion. This research explores the Unified Theory of Acceptance and Use of Technology of augmented reality technology, considering the moderating role of consumer inertia in the advancement and promotion of sports.
Methodology: This research, designed in an applied-descriptive manner, utilized the non-random sampling method, and the data collected through online questionnaires were analyzed using the structural equation modeling method. Although the concept of consumer inertia is not initially incorporated into the framework of the technology acceptance model, evidence suggests that this factor plays a significant role as a key predictor of resistance to adopting new products. This resistance can be more critical than other predictive factors, such as expected performance, required effort, social influences, and facilitating conditions.
Findings: This research has revealed that by gaining a deeper understanding of these key factors and establishing the necessary infrastructure to support them, the likelihood of success and the potential benefits of augmented reality technology in sports will increase significantly.
Originality: This research innovatively incorporates consumer inertia into the Unified Theory of Acceptance and Use of Technology framework for augmented reality technology in sports. By highlighting the significance of consumer inertia as a key predictor of resistance to new products, it addresses potential barriers to adoption. The findings provide valuable insights for researchers and practitioners to enhance technology acceptance in the sports industry.
Main Subjects
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