Sport spectator adoption of technological innovations: a behavioral reasoning analysis of fan experience apps

Abstract

ABSTRACT Mobile applications specifically designed for in-stadium use during games (referred to as fan experience apps) are an emergent technological innovation in professional team sports around the globe. Drawing on behavioral reasoning theory, this study proposes and empirically tests a model to explain sport spectator adoption of fan experience apps (FEA). By considering both reasons for and reasons against adopting FEA, the model represents an important theoretical extension of existing innovation frameworks in sport marketing. Using a qualitative pre-study, I operationalized reasons using specific pro-adoption factors (i.e., enjoyment, ease of use, game-related content, and social interaction) and anti-adoption factors (i.e., distraction from the game, declining atmosphere, social risk, and data security concerns). Survey data collected among German team sport spectators (N = 792) confirmed that both reasons for adoption (positively) and reasons against adoption (negatively) influenced adoption attitudes, usage intentions, and actual use of FEA. The results indicated that reasons for adoption had a stronger relative impact on spectators’ responses to FEA than reasons against. The study also delineated the relative contribution of specific pro-adoption and anti-adoption factors to overall reasons for and against adoption. The findings imply that FEA developers, marketing communications directed at potential users, and market research that explores consumer opinions of these technological innovations should take into account both reasons for and against FEA usage.