Sports Participants' Intentions to Use Digital Technology for Sports Participation: A Behavioral Reasoning Theory Perspective

Abstract

The use of digital technology in sport is an inevitable trend, but the behavioral decision-making process of sport participants using digital technology for sport participation is unclear. This study used behavioral reasoning theory to develop and validate a theoretical model that analyses participants’ behavioral cognitive decision-making by considering both reasons for adoption and against adoption and in doing so, explains sport participants’ behavioral decision-making in using digital technology for sport participation, which is a theoretical extension of existing innovation frameworks in sport management and marketing. The study found that respondents’ reasons against adoption the use of digital technology for sport participation had a greater influence on their attitudes and behavioral intentions, with perceived hedonism and barriers to use being the dominant factors in the reason for adoption and against adoption, respectively, and participants’ values significantly influencing the reasons for adoption and against adoption the use of digital technology for sport participation. This study provides unique insights for developers and related marketing promoters of digital technology applications in sport, and in expanding the impacts associated with the use of digital technology in sport, it is necessary to clarify the reasons for adoption and against adoption, and to consider the values of the participants, so that the combination of digital technology and sport can better meet the actual needs of the participants.