... techniques applied to assess the robustness of the estimates and examine the mediating effects of key variables on behavioural intentions. Findings The results highlight the key role of TAM in predicting fan token adoption. Technological acceptance emerged as a strong predictor of both word-of-mouth...

... their psychological attachment into the TAM. Practically, the results provide sports organizations with tailored strategies to enhance consumer engagement through intuitive, personalized and socially endorsed AI applications. © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights...

...Maowei Xu; Bo Li; Olan K.M. Scott; Jerred Junqi Wang Purpose This study aims to investigate how sports customers adopted over-the-top (OTT) services to consume sport content. Inspired by the technology acceptance model (TAM), the study aims to understand users' behavior when consuming sporting...

... 2022 17 11 2022 03 12 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Wrist-worn wearables Health and fitness functions TAM Knowledge acquisition Physical activity PLS-SEM The health and fitness functions of wrist-worn...