Universität zu Köln

Kunz, Reinhard E. and Santomier, James P. (2020). Sport content and virtual reality technology acceptance. Sport Bus. Manag., 10 (1). S. 83 - 104. BINGLEY: EMERALD GROUP PUBLISHING LTD. ISSN 2042-6798

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Abstract

PurposeNotwithstanding the dynamics of digital transformation and its relevance for revenue generation in the entertainment industry, empirical research that focused on consumer behavior at the intersection of sport content and media technology acceptance is limited. Virtual reality (VR) is a re-emerging and nowadays commercially available technology that impacts sport consumed through media. The purpose of this paper is to investigate the consumer acceptance of VR technology and highlight the effects of content quality and flow experience as influencing factors of behavioral intention.Design/methodology/approachBased on a literature review, the authors constructed and empirically tested a model that extends the unified theory of acceptance and use of technology (UTAUT2) by considering additional antecedent factors. Participants (N=570) in the empirical study viewed sport content via VR technology (Sport VR) and completed a survey before and after viewing. The authors conducted factor analysis and structural equation modeling.FindingsThree UTAUT2 influencing factors, i.e., performance expectancy, social influence and hedonic motivation, showed significant effects. Furthermore, flow and content quality had positive indirect effects. Thus, the quality of sport content and the state of flow that users experience when immersed in a VR environment are relevant factors that determine the performance expectations of consumers and their Sport VR usage intention.Originality/valueThis empirical study contributes to knowledge on consumer acceptance of a hedonic technology in a sport media context. Moreover, two factors extended the established UTAUT2 model.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Kunz, Reinhard E. UNSPECIFIED UNSPECIFIED UNSPECIFIED Santomier, James P. UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-350415
DOI:	10.1108/SBM-11-2018-0095
Journal or Publication Title:	Sport Bus. Manag.
Volume:	10
Number:	1
Page Range:	S. 83 - 104
Date:	2020
Publisher:	EMERALD GROUP PUBLISHING LTD
Place of Publication:	BINGLEY
ISSN:	2042-6798
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language STRUCTURAL EQUATION MODELS; INFORMATION-TECHNOLOGY; COGNITIVE ABSORPTION; USER ACCEPTANCE; UNIFIED THEORY; FLOW EXPERIENCE; ONLINE; MEDIA; EXTENSION; ADOPTION Multiple languages Hospitality, Leisure, Sport & Tourism Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/35041