Examining the moderating role of online celebrity trustworthiness and risk propensity in UTAUT2 framework: A mixed-method approach

Abstract

Utilizing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework, this research delved into the behavioral intentions and actual usage of fantasy sports gaming apps. The moderating influence of celebrity trustworthiness and risk propensity is also explored. The proposed hypotheses were tested using responses from a substantial sample of 460 sports fantasy gaming app users. The research deployed a mixed-method approach, combining both covariance-based and partial-least square structural equation modeling tech- niques. The investigation findings revealed an influence on behavioral intentions and actual use. Specifically, performance expectancy, hedonic motivation, habit, and social influence emerged as significant determinants affecting users’ intentions and behaviors. The study indicates a significant moderating role of celebrity trustworthiness on the relationship be- tween performance expectancy, hedonic motivation, habit, and social influence concerning behavioral intentions. Risk propensity moderated the relationship between behavioral inten- tions and actual usage behavior. As a contribution to the expanding literature, the research extended the application of the UTAUT2 framework to the context of sports fantasy gaming apps. The research also provides valuable insights for researchers and professionals associ- ated with sports fantasy gaming apps and future research directions.