Unraveling the Multifaceted Nexus of Artificial Intelligence Sports and User Willingness: A Focus on Technology Readiness, Perceived Usefulness, and Green Consciousness

Liqian Gao and Ziyang Liu ()
Additional contact information
Liqian Gao: Graduate School, Kyonggi University, Suwon 16227, Republic of Korea
Ziyang Liu: Graduate School, Kyonggi University, Suwon 16227, Republic of Korea

Sustainability, 2023, vol. 15, issue 18, 1-16

Abstract: The adoption of artificial intelligence (AI) in the sports domain, known as AI Sports, has gained considerable attention, while the increasing importance of environmental sustainability further necessitates exploring green-conscious behaviors. This study aims to investigate the impacts of technology readiness, perceived usefulness, and green consciousness on users’ willingness to adopt AI Sports. Utilizing a cross-sectional survey and structural equation modeling, data from 670 valid questionnaires were analyzed. The results revealed that technology readiness directly influences users’ perceived usefulness of AI Sports, while green awareness significantly affects perceived usefulness, highlighting the relative scarcity of research on green consciousness in this context. Moreover, perceived usefulness plays a crucial role in predicting users’ willingness to use AI Sports, contributing to its sustainable development and widespread adoption. This study fills a research gap by exploring the importance of green consciousness in the field of artificial intelligence sports, and provides important insights for the development and promotion of sustainable artificial intelligence sports.

Keywords: AI Sports; behavioral intention; green consciousness; perceived usefulness; technology readiness (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:

Downloads: (external link)
https://www.mdpi.com/2071-1050/15/18/13961/pdf (application/pdf)
https://www.mdpi.com/2071-1050/15/18/13961/ (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:18:p:13961-:d:1243932

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 ().