Investigating the Moderating Role of Age and Gender on the Willingness to use IOT Technology in Sports based on the Technology Acceptance Model (TAM)

Subject Areas : Marketing

Alireza NazemiBidgoli ¹ , ehsan Mohamadi Turkmani ² , Hamidreza Irani ³

1 - PhD student, Sports Management, College of Farabi , University Of Tehran, Qom, Iran
2 - Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran.
3 - Assistant Professor of Business Administration, University of Tehran, Tehran, Iran.

Received: 2023-09-27 Accepted : 2023-12-17 Published : 2024-02-04

Keywords: Technology acceptance model new technologies, Sports wearables, Athletes, Sports industry,

Abstract :

This research aimed to investigate the moderating role of age and gender in the willingness to use IOT technology in sports, based on the Technology Acceptance Theory (TAM). This research utilized a survey of the correlation type, with the statistical population consisting of all athletes who have received sports insurance cards and were active this year. Using Morgan's table, a sample of 394 individuals was selected. Standard questionnaires of willingness to use new technologies were employed as tools. Data analysis was conducted using SPSS version 22 and Warp PLS version 8.The research findings indicated that the variables of perceived usefulness, perceived ease of use, and attitude have an impact on athletes' willingness to use IOT technology in sports. Additionally, in the Technology Acceptance Model, perceived ease of use was found to have a significant effect on perceived usefulness. The study also examined the moderating role of age and gender on the willingness to use IOT devices in sports, revealing that only the relationship between age and perceived usefulness did not reach an acceptable level of significance. Therefore, in order to utilize IOT technology in sports, it is crucial to consider these factors as the use of Internet of Things can lead to highly favorable outcomes.

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