... their acceptance becomes increasingly critical. Thus, this study uses the Technology Acceptance Model to explore the roles of fan identity and the perceived risk in shaping fan token acceptance and aims to examine their effect on the behavioural intentions of football fans. Design/methodology/approach Data...

... of mouth, by applying the technology acceptance model (TAM) and the theory of reasoned action (TRA). Design/methodology/approach A cross-sectional survey design was employed to collect data from 418 soccer bettors in Eskisehir, Türkiye. The study utilized a structured questionnaire with validated...

... implications for sports marketing theory and practice, as well as for policymakers, in that health consciousness is important for fitness app adoption, which in turn has repercussions for entire health care systems. Originality/value This study makes two main contributions. It extends technology acceptance...