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Application of the Unified Theory of Acceptance and Use of Augmented Reality Technology in the Development and Promotion Sports with the Moderating Role of Consumer Inertia | ||
Sports Business Journal | ||
دوره 4، شماره 4 - شماره پیاپی 12، اسفند 2024، صفحه 13-27 اصل مقاله (1.47 M) | ||
نوع مقاله: Original Article | ||
شناسه دیجیتال (DOI): 10.22051/sbj.2024.46443.1142 | ||
نویسندگان | ||
Alireza Nazemi Bidgoli1؛ Samaneh Alipour2؛ Zahra Sadeqi-Arani* 3 | ||
1PhD Student of Sports Management, College of Farabi, University of Tehran, Tehran, Iran. | ||
2PhD Student of Sports Management, Faculty of Management and Accounting, University of Tehran, Qom, Iran. | ||
3Assistant Professor of Management and Entrepreneurship, Faculty of Financial Science, University of Kashan, Kashan, Iran. | ||
چکیده | ||
Purpose: Technological advances have been central to the development of societies in this century. 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 (UTAUT) 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 gaining a deeper understanding of these critical factors and establishing the necessary infrastructure to support them will significantly increase the likelihood of success and the potential benefits of augmented reality technology in sports. 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 critical 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. | ||
کلیدواژهها | ||
Augmented Reality Technology؛ Physical Education Technology؛ Unified Theory of Acceptance and Use of Technology (UTAUT) | ||
عنوان مقاله [English] | ||
کاربرد نظریه یکپارچه پذیرش و استفاده از فناوری در پذیرش فناوری افزوده در توسعه و ترویج ورزش با نقش تعدیلکننده اینرسی مصرفکننده | ||
نویسندگان [English] | ||
علیرضا ناظمی بیدگلی1؛ سمانه علیپور2؛ زهرا صادقی آرانی3 | ||
1دانشجوی دکتری مدیریت ورزشی، پردیس فارابی، دانشگاه تهران، تهران، ایران. | ||
2دانشجوی دکتری مدیریت ورزشی، دانشکده مدیریت و حسابداری، دانشگاه تهران، قم، ایران. | ||
3استادیار مدیریت و کارآفرینی، دانشکده علوم مالی، دانشگاه کاشان، کاشان، ایران. | ||
چکیده [English] | ||
هدف: در قرن حاضر پیشرفتهای فناوری در توسعه جوامع نقش اساسی داشته است. کشورهای مختلف به طور فزایندهای از نوآوریهای تکنولوژی برای ارتقای تجربیات زندگی در ابعاد مختلف استقبال کردهاند. بااینحال، پذیرش گسترده این فناوریها توسط مصرفکنندگان برای موفقیت مداوم و گسترش بیشتر آنها بسیار مهم است. هدف این تحقیق بررسی نظریه یکپارچه پذیرش و استفاده از فناوری واقعیت افزوده باتوجهبه نقش تعدیلکننده اینرسی مصرفکننده در پیشرفت و ارتقای ورزش است. روش: این پژوهش که به روش کاربردی - توصیفی طراحی شده است، با استفاده از روش نمونهگیری غیرتصادفی، دادههای جمعآوریشده از طریق پرسشنامه آنلاین با استفاده از روش مدلسازی معادلات ساختاری مورد تجزیهوتحلیل قرار گرفت. اگرچه مفهوم اینرسی مصرفکننده در ابتدا در چارچوب مدل پذیرش فناوری گنجانده نشده است، شواهد نشان میدهد که این عامل نقش مهمی را بهعنوان یک پیشبینیکننده کلیدی مقاومت در برابر پذیرش محصولات جدید ایفا میکند. این مقاومت میتواند از سایر عوامل پیشبینیکننده مانند عملکرد مورد انتظار، تلاش موردنیاز، تأثیرات اجتماعی و شرایط تسهیلکننده مهمتر باشد. یافتهها: این تحقیق نشان داده است که با درک عمیقتر این عوامل کلیدی و ایجاد زیرساختهای لازم برای حمایت از آنها، احتمال موفقیت و مزایای بالقوه فناوری واقعیت افزوده در حوزه ورزش به میزان قابلتوجهی افزایش مییابد. اصالت و ابتکار مقاله: این تحقیق به طور مبتکرانه اینرسی مصرفکننده را در چارچوب نظریه یکپارچه پذیرش و استفاده از فناوری برای فناوری واقعیت افزوده در ورزش گنجانده است. با برجستهکردن اهمیت اینرسی مصرفکننده بهعنوان یک پیشبینیکننده کلیدی مقاومت در برابر محصولات جدید، موانع بالقوه برای پذیرش را برطرف میکند. این یافتهها بینشهای ارزشمندی را برای محققان و متخصصان باهدف افزایشپذیرش فناوری در صنعت ورزش ارائه میکند. | ||
کلیدواژهها [English] | ||
پذیرش, تربیتبدنی, فناوری واقعیت افزوده, نظریه یکپارچه پذیرش و استفاده از فناوری | ||
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