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1-4 of 4
Keywords: TAM
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Journal Articles
Examining identity and perceived risk on technology acceptance and behavioural intentions of fans: an extended TAM perspective
Available to Purchase
International Journal of Sports Marketing and Sponsorship 1–20.
Published: 03 November 2025
... 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...
Journal Articles
Understanding the factors that drive AI adoption among sports consumers – an extended TAM perspective
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2026) 27 (1): 174–198.
Published: 11 September 2025
... 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. Joern Schlimm can be contacted at: joern_schlimm@yahoo.de 11 05 2025 19 06...
Journal Articles
New platform and new excitement? Exploring young educated sport customers' perceptions of watching live sports on OTT services
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2023) 24 (4): 682–699.
Published: 11 April 2023
...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...
Journal Articles
Understanding the relationship between acceptance of multifunctional health and fitness features of wrist-worn wearables and actual usage
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2023) 24 (2): 333–358.
Published: 14 February 2023
... well users accept the health and fitness components of WWDs. Practically, it will build awareness of what makes users adopt and use WWDs, helping practitioners design better health promotions and campaigns associated with WWDs. Wrist-worn wearables Health and fitness functions TAM Knowledge...
