Consumer adoption of artificially intelligence-supported devices for sports services: an empirical validation

Anna Gerke (), Raphaël Le Dean and Ransome Bawack ()
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Anna Gerke: Audencia Business School
Ransome Bawack: Audencia Business School

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Abstract: Purpose This study empirically tests the Artificially Intelligent Device Use Acceptance Model in the context of sports services. Design/methodology/approach The model was tested using partial least squares structural equation modeling on data from 105 users. Findings We found that emotions towards artificially intelligence (AI)-supported devices predict the intention to use these devices but not objection behavior. Consumers' appraisal of AI anthropomorphism does not significantly impact performance or effort expectancies. Research limitations/implications The main limitation is the relatively small sample size. The tested model is partially validated, and we identify new variables to extend the model. We contribute to the controversial literature on using AI to replace human agents in service delivery. Practical implications This research aids organizations in refining their investment and diffusion strategies for AI-supported devices. Originality/value These findings extend the literature by validating an AI-specific theoretical model for sports services, providing insights for enhancing AI-supported device adoption strategies.

Keywords: customer acceptance; sport industry; artificial intelligence; technology (search for similar items in EconPapers)
Date: 2025-12
Note: View the original document on HAL open archive server: https://hal.science/hal-05393623v1
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Published in International Journal of Sports Marketing and Sponsorship, 2025, 26 (4), pp.694-712. ⟨10.1108/IJSMS-07-2024-0151⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05393623

DOI: 10.1108/IJSMS-07-2024-0151

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