An Empirical Research: Incorporation of User Innovativeness into TAM and UTAUT in Adopting a Golf App

Ji-Hye Kim and Eungoo Kang ()
Additional contact information
Ji-Hye Kim: Department of Leisure and Sports Studies, Sahmyook University, Seoul 01795, Republic of Korea
Eungoo Kang: Becamex School of Business, Eastern International University, Thu Dau Mot City 75114, Binh Duong Province, Vietnam

Sustainability, 2023, vol. 15, issue 10, 1-22

Abstract: This current empirical study aims at investigating the incorporation of consumer innovativeness in TAM and UTAUT in the development of a golf app and how these influence consumer behavioral intentions in adopting the golf app. These models help illustrate consumer adoption of particular technologies and relate to the concept of innovation diffusion theory. Our research has obtained 394 responses and participants of the questionnaire were evenly divided by gender and age to reach the purpose of the current research. The main statistical methodology used the structural equation modeling (SEM) to evaluate the connection among user’s innovativeness regarding the golf application, technology acceptance model (TAM), unified theory of acceptance and use of technology (UTAUT), behavioral intention, and word of mouth. In contrast to correlation assessments, SEM can measure the strength of the linear causative relationships between factors. Finally, this research concludes that TAM and UTAUT components determine the consumer’s attitude towards accepting and using new technology. Consumers who are open to innovations are more likely to accept emerging technology products and use them with the least resistance.

Keywords: innovativeness of golf app; digital marketing; social media; TAM; UTAUT (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.mdpi.com/2071-1050/15/10/8309/pdf (application/pdf)
https://www.mdpi.com/2071-1050/15/10/8309/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:10:p:8309-:d:1151288

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().