| dc.description.abstract | Researchers have studied innovation adoption in various sport contexts, including
digital ticketing, sport team mobile apps, fantasy sports league websites, and smart-connected
sports products, to name a few. However, researchers have yet to examine consumers’
acceptance of the Apple Vision Pro. This is primarily because the Apple Vision Pro is a new
technology that was just introduced to the public in February 2024. Understanding
consumers’ acceptance of the Apple Vision Pro is warranted since anecdotal evidence
suggests it can positively impact the fan experience.
In this dissertation, I conducted three studies to better understand sport consumers’
acceptance of the Apple Vision Pro by applying and extending the Technology Acceptance
Model (TAM), a theory widely used to study innovation adoption. For all three studies,
online surveys designed through Qualtrics were used to collect data (n=272) from Prolific
Academic, an online crowdsourcing platform used for behavioral research. In study 1, I
included team identification into the TAM to explain why and how sport consumers accept
the Vision Pro. To analyze data, structural equation modeling was used and the findings
showed that private evaluation and cognitive awareness, two dimensions of team
identification, had an indirect positive effect on purchase intention through perceived
usefulness, perceived ease of use, and attitude. As such, I recommend that marketers and
technology developers implement strategies highlighting the usefulness and ease of use of
technologies such as the Vision Pro. I also recommend targeted marketing strategies that
appeal to the emotional and cognitive aspects of team identification, leading to purchase
intentions among sports fans.
In study 2, I included constructs from innovation diffusion theory into the TAM to
better understand consumers’ acceptance of the Apple Vision Pro. Structural equation
modeling was used to analyze data. The findings showed that compatibility, trialability, and
observability positively and indirectly influenced purchase intention through perceived
usefulness, perceived ease of use, and attitude. As such, I argue that marketing strategies for
the Vision Pro should not only focus on demonstrating its unique features and benefits but
also emphasize its compatibility with users' lifestyles, offer new opportunities to try the
technology for sports fans, and showcase the benefits accrued by existing users.
Finally, in study 3, I included perceived monetary value and financial risk into the
TAM to understand sports consumers' acceptance of the Vision Pro. Structural equation
modeling was used to analyze data. The findings showed that perceived financial risk
indirectly influenced purchase intention through attitude. This suggests that while perceived
financial risk directly influences consumers' attitudes, these attitudes then significantly shape
consumers’ purchase intention of the Apple Vision Pro. As such, I argue that marketers
should focus on enhancing the positive aspects of the Vision Pro to promote favorable
attitudes among sport consumers. For instance, showcasing the unique features of the Vision
Pro and emphasizing its benefits in enhancing the fan experience can enhance positive
attitudes and offset the negative impact of perceived financial risks.
Theoretically, this dissertation extends the TAM by showing the value of integrating
other theories and concepts relevant to the study of innovation adoption. This dissertation
also advances understandings of technology acceptance in the context of sport by revealing
one of the unique features of sport, namely team identification, and its role in adoption.
Therefore, exploring the complex interplay of various factors influencing the adoption of the
Apple Vision Pro not only validates existing theories but also provides new insights and
perspectives, thus paving the way for further research. | en |
