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An acceptance model for sports technologies: the effects of sports motivation, sports type and context-aware characteristics

Oc, Y. ORCID: 0000-0001-5707-4551 & Toker, A. (2022). An acceptance model for sports technologies: the effects of sports motivation, sports type and context-aware characteristics. International Journal of Sports Marketing and Sponsorship, 23(4), pp. 785-803. doi: 10.1108/ijsms-03-2021-0060


This study explores the drivers behind sports technology use and identifies the need for a new conceptualization of sports technology adoption. To address this issue, the authors create a new construct, “context-awareness,” with four dimensions: tracking, coaching, sharing and gamification.

The paper uses a mixed-method approach, including in-depth interviews and partial least squares structural equation modeling. The proposed model combines technology acceptance frameworks with the Sports Motivation Scale and a novel context-awareness scale. It is empirically tested with a diverse sample of 600 respondents to identify use-intention differences according to sports motivation and sport types.

The paper reveals group differences in sports type (dynamic vs nondynamic) and sports motivation (intrinsic vs extrinsic) regarding sports technology use. It also suggests that perceived technology characteristics mediate the relationship between context-aware features and intention to use.

This research introduces a new construct of “context-awareness” into the literature on new technology acceptance. The proposed model combines insights from information systems, sports science, sports marketing and sports medicine to explain the adoption of complex technology.

Publication Type: Article
Additional Information: © Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.
Publisher Keywords: Wearables, Sports motivation, Sports type, Unified theory of acceptance and use of technology (UTAUT2), Partial least squares structural equation modeling (PLS-SEM), Gamification, Coaching
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > HD Industries. Land use. Labor
Departments: Bayes Business School > Management
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