PURPOSE This study aims to analyze the intention to adopt sports artificial intelligence (AI) coaching services by applying the theory of planned behavior(TPB) and examining generational differences in TPB factors between MZ and older generations. METHODS Data were collected through a survey of sports consumers, and 252 valid questionnaires were included in the final analysis. The hypotheses were tested using structural equation modeling, and generational differences were assessed through latent mean analysis. RESULTS Attitude, subjective norms, and perceived behavioral control significantly predicted adoption intention. Additionally, latent mean analysis revealed a significant generational difference in the subjective norms, with older generations perceiving them more strongly than the MZ generation. CONCLUSIONS These findings highlight the need for generation-specific strategies for sports AI coaching providers to enhance adoption.
