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Acceptance of Digital Technologies: Empirical Evidence From Sport Marketing (or Industry)

Acceptance of Digital Technologies: Empirical Evidence From Sport Marketing (or Industry)

Alireza NazemiBidgoli, Ehsan Mohamadi Turkmani, Hamid Reza Irani
Copyright: © 2024 |Pages: 13
ISBN13: 9798369313398|ISBN13 Softcover: 9798369347805|EISBN13: 9798369313404
DOI: 10.4018/979-8-3693-1339-8.ch014
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MLA

NazemiBidgoli, Alireza, et al. "Acceptance of Digital Technologies: Empirical Evidence From Sport Marketing (or Industry)." Smart and Sustainable Interactive Marketing, edited by Hamid Reza Irani and Hamed Nozari, IGI Global, 2024, pp. 251-263. https://doi.org/10.4018/979-8-3693-1339-8.ch014

APA

NazemiBidgoli, A., Turkmani, E. M., & Irani, H. R. (2024). Acceptance of Digital Technologies: Empirical Evidence From Sport Marketing (or Industry). In H. Irani & H. Nozari (Eds.), Smart and Sustainable Interactive Marketing (pp. 251-263). IGI Global. https://doi.org/10.4018/979-8-3693-1339-8.ch014

Chicago

NazemiBidgoli, Alireza, Ehsan Mohamadi Turkmani, and Hamid Reza Irani. "Acceptance of Digital Technologies: Empirical Evidence From Sport Marketing (or Industry)." In Smart and Sustainable Interactive Marketing, edited by Hamid Reza Irani and Hamed Nozari, 251-263. Hershey, PA: IGI Global, 2024. https://doi.org/10.4018/979-8-3693-1339-8.ch014

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Abstract

This study investigated the intention to use wearable sports technologies using a social-psychological approach, namely technophobia. This study was applied and correlational. The statistical population of this study included all athletes who had been insured in the current year. A non-probability sampling method was used, and 394 people were selected as the study sample using the Morgan table. The results of the study showed that expected performance and social influence have a positive and direct effect on the attitude to use. No significant negative effect of technophobia was found for the relationship between expected effort and expected performance on the attitude to use. Based on the results, it is suggested to launch different campaigns with rich content to highlight the capabilities of these technologies and the power of these devices in increasing the effectiveness of sports activities and motivating people to lead a healthier life.

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