The current study was aimed to examine acceptance intention of sports Wearable products using the Technology Readiness and Acceptance Model. Data were drawn from 271 consumers in their 20s and 30s. Data were analyzed through frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, correlation analysis, simple regression analysis and multiple regression analysis using SPSS 20.0 and AMOS 20.0 program. The results were as follows: First, optimism had a positive effect on perceived usefulness but innovativeness, discomfort and insecurity did not affect perceived usefulness. Second, optimism and innovativeness had a positive effect on perceived ease of use and discomfort had a negative effect on perceived ease of use but insecurity did not affect perceived ease of use. Third, perceived ease of use had a positive effect on perceived usefulness. Fourth, perceived usefulness and perceived ease of use had a positive effect on acceptance intention.
[Purpose] The purpose of this study was to examine acceptance intentions of Sports O2O Service Potential consumers using the revised model of goal-directed behavior. [Methods] The 330 surveys were distributed to potential consumers through convenience sampling method for pilot study. Due to the reliability of data, 42 samples were discarded and 288 samples were put to actual analysis. Then data were analyzed for frequency analysis, reliability analysis, correlation analysis and structural equation modeling technique via SPSS 23.0 and AMOS 22.0. [Results] The results of this study were as follows. First, attitude and subjective norm had a positive effect on desire. Second, perceived behavior control did not affect on desire but had a positive affect on acceptance intention. Third, positive anticipated emotions had a positive effect on desire but negative anticipated emotions did not effect on desire. Fourth, desire had a effect on acceptance intention. [Conclusions] According to the result, sports O2O service operators should do best to improve consumers positive attitude. Especially, they have to establish marketing strategies of introducing strong aspects of sports O2O services. Also, providing easy processes and intuitive interface are needed to consumers. To promote sports O2O services to potential consumers which is unfamiliar to that services, it is important to induce easy ways for potential consumers to experience sports O2O services.
Purpose The current study was aimed to examine acceptance intention of sports wearable smart device using the Technology Acceptance Model and Theory of Planned Behavior. Methods Data were drawn from 357 consumers who had experience purchasing sports products. Data were analyzed through frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling using SPSS 20.0 and AMOS 20.0 program. Results First, perceived ease of use had a positive effect on attitude. Second, perceived usefulness had a positive effect on attitude. Third, attitude had a positive effect on acceptance intention. Fourth, subjective norm had a positive effect on acceptance intention. Fifth, perceived behavioral control did not affect acceptance intention. Sixth, differences of path coefficients between attitude and acceptance intention, subjective norm and acceptance intention were significant according to gender. Conclusion The significance of this research is to provide the basis of positioning strategy for domestic companies of sports wearable smart device.
PURPOSE This study aimed (1) to analyze the behavioral intention and use behavior among the consumers of online home training contents via YouTube by employing the unified theory of acceptance and use of technology (UTAUT); (2) to test the moderating effects of risk perception toward the coronavirus (COVID-19) infection, and 3) to test differential impacts of generational difference across millennial and baby boom generations. METHODS A total of 400 questionnaires were distributed, and 383 samples were used for the final analysis after excluding 17 incomplete responses. Data were analyzed using the SPSS 25.0 and AMOS 22.0. RESULTS It was found that (1) the performance expectancy, the effort expectancy, and the social influence had positive effects on behavioral intention; (2)the facilitating condition had negative effects on the use behavior; (3) the behavioral intention had positive impact on the use behavior. Moreover, the risk perception toward the COVID-19 infection did not have moderating impacts on the UTAUT model, whereas generational differences did. CONCLUSIONS Our results suggest that the marketing strategy that improves exercise performance, convenience, and social influencing factors may be key to home training customers' behavioral intention and use behavior. Furthermore, home training material makers should recognize that the features and infrastructure required for the two generations are distinct and develop a separate marketing strategy for each.
PURPOSE This study aimed to explore the structural relationships between technology-related factors and the intention to use baseball data, drawing upon the Unified Theory of Acceptance and Use of Technology (UTAUT) and technology readiness (TR). METHODS Survey data from 203 Korean professional baseball players were used in frequency, reliability, correlation, and confirmatory factor analyses as well as structural equation modeling. RESULTS Positive TR positively influenced performance expectancy, effort expectancy, social influence, and conditions facilitating baseball data use. Negative TR did not significantly impact performance expectancy, effort expectancy, social influence, and conditions facilitating baseball data use. Performance expectancy, effort expectancy, and facilitating conditions were found to positively influence data use intention, while social influence did not significantly impact data use intention. CONCLUSIONS The findings suggest that increasing performance expectancy, effort expectancy, and facilitating condition factors could be key to enhancing the intention to utilize baseball data.
PURPOSE The purpose of this study was to analyze the effect size of the unified theory of acceptance and use of technology (UTAUT) in the sports field using a meta-analysis. METHODS After identifying related studies by using RISS, 22 articles were selected and used to analyze the relationship between UTAUT sub-factors (performance expectancy [PE], effort expectancy [EE], social influence [SI], and facilitating conditions [FC]) and intention to use via the comprehensive meta-analysis program. RESULTS The results are as follows: First, the effect size between PE and intention to use was 0.521. Second, the effect size between FC and intention to use was 0.514. Third, the effect size between EE and intention to use was 0.500. Finally, the effect size between SI and intention to use was 0.475. CONCLUSIONS Diverse strategies can be derived to increase consumers' intention to use in the sports field using the UTAUT model.
