Analyzing the Relationship Between Risk perception of Fine Particular Matter and Behavioral Intention of Screen Sports through UTAUT Model

PURPOSE This study aimed (1) to analyze the behavioral intention and use behavior among the consumers of online home training contents via YouTube by employing the unified theory of acceptance and use of technology (UTAUT); (2) to test the moderating effects of risk perception toward the coronavirus (COVID-19) infection, and 3) to test differential impacts of generational difference across millennial and baby boom generations.METHODS A total of 400 questionnaires were distributed, and 383 samples were used for the final analysis after excluding 17 incomplete responses. Data were analyzed using the SPSS 25.0 and AMOS 22.0.RESULTS It was found that (1) the performance expectancy, the effort expectancy, and the social influence had positive effects on behavioral intention; (2)the facilitating condition had negative effects on the use behavior; (3) the behavioral intention had positive impact on the use behavior. Moreover, the risk perception toward the COVID-19 infection did not have moderating impacts on the UTAUT model, whereas generational differences did.CONCLUSIONS Our results suggest that the marketing strategy that improves exercise performance, convenience, and social influencing factors may be key to home training customers' behavioral intention and use behavior. Furthermore, home training material makers should recognize that the features and infrastructure required for the two generations are distinct and develop a separate marketing strategy for each.

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A Meta-Analysis of UTAUT in the Sports Field

Kim¹

2023

Korean J Sport Sci

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PURPOSE The purpose of this study was to analyze the effect size of the unified theory of acceptance and use of technology (UTAUT) in the sports field using a meta-analysis.METHODS After identifying related studies by using RISS, 22 articles were selected and used to analyze the relationship between UTAUT sub-factors (performance expectancy [PE], effort expectancy [EE], social influence [SI], and facilitating conditions [FC]) and intention to use via the comprehensive meta-analysis program.RESULTS The results are as follows: First, the effect size between PE and intention to use was 0.521. Second, the effect size between FC and intention to use was 0.514. Third, the effect size between EE and intention to use was 0.500. Finally, the effect size between SI and intention to use was 0.475.CONCLUSIONS Diverse strategies can be derived to increase consumers' intention to use in the sports field using the UTAUT model.

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Analyzing the Relationship Between Risk perception of Fine Particular Matter and Behavioral Intention of Screen Sports through UTAUT Model

Cited by 6 publications

References 11 publications

A Study on the Current Situation and recognition Analysis of Screen sports using Big Data Analysis

A Study on the Current Situation and recognition Analysis of Screen sports using Big Data Analysis

Analysis of Online Home Training Users’ Behavioral Intention and Use Behavior Based on the UTAUT Model: Moderating Roles of Risk Perception toward the COVID-19 Infection and Generational Difference

A Meta-Analysis of UTAUT in the Sports Field

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