The Influence of Innovation Diffusion Theory Dimensions on the Attitudes of Sports Product Customers Using Augmented Reality Shopping Applications.
Poster Presentation
Paper ID : 1847-SSRC
Authors
1دانشجوی کارشناسی ارشد مدیریت بازاریابی ورزشی، دانشگاه شهید بهشتی
2Department of Sport Management and Media, Faculty of Sport Sciences and Health,, Shahid Beheshti University, Tehran, Iran
3استادیار مدیریت ورزشی، دانشکده علوم ورزشی و تندرستی، دانشگاه شهید بهشتی
Abstract
Introduction: With the emergence of technology in various forms across industries, the sports sector has become a prominent platform for technological integration. The current study examines the impact of innovation diffusion theory dimensions on the attitudes of sports product customers regarding the use of augmented reality applications.
Methods: This research constituted a descriptive correlational study. The sample comprised 250 customers of sports products in Tehran who had utilized augmented reality shopping applications for purchasing sports products at least once. The measurement instruments included standard questionnaires for innovation diffusion (Jiang et al., 2021) and attitude (Al-Rahami et al., 2022). Structural equation modeling was employed in the PLS4 software to analyze the data and assess the direct and indirect effects of the variables
Result: Results showed relative advantage 0.502 (10.12), compatibility 0.328 (15.49), Experimentability 0.488 (18.158) and perceived complexity 0.319 (11.03) affect the attitude of customers. finally, fit indices such as SRMR (0.73) and NFI (1.17) are also at a favorable level, which shows the good fit of the model.
Discussion: In line with previous studies, the development and expansion of paradigms such as the perceived relative advantage, the compatibility of augmented reality shopping applications with customers' lives, and the lack of understanding of the complexity of customers from augmented reality shopping applications with a positive effect on the attitude of customers can lead to the adoption of innovative technologies. Research and development companies in Iran should develop augmented reality platforms for domestic businesses, especially sport, and continuously simplify the process of using it.
Methods: This research constituted a descriptive correlational study. The sample comprised 250 customers of sports products in Tehran who had utilized augmented reality shopping applications for purchasing sports products at least once. The measurement instruments included standard questionnaires for innovation diffusion (Jiang et al., 2021) and attitude (Al-Rahami et al., 2022). Structural equation modeling was employed in the PLS4 software to analyze the data and assess the direct and indirect effects of the variables
Result: Results showed relative advantage 0.502 (10.12), compatibility 0.328 (15.49), Experimentability 0.488 (18.158) and perceived complexity 0.319 (11.03) affect the attitude of customers. finally, fit indices such as SRMR (0.73) and NFI (1.17) are also at a favorable level, which shows the good fit of the model.
Discussion: In line with previous studies, the development and expansion of paradigms such as the perceived relative advantage, the compatibility of augmented reality shopping applications with customers' lives, and the lack of understanding of the complexity of customers from augmented reality shopping applications with a positive effect on the attitude of customers can lead to the adoption of innovative technologies. Research and development companies in Iran should develop augmented reality platforms for domestic businesses, especially sport, and continuously simplify the process of using it.
Keywords