Virtual active sports: identifying main barriers and facilitators for casual fitness fans

Abstract

Purpose

The aim of this study is to utilise the Theoretical Domains Framework (TDF) to identify the main barriers and facilitators of positive attitude towards trying Virtual Active Sports (VAS).

Design/methodology/approach

200 individuals took part in an online cross-sectional survey based on 11 domains within the TDF. Linear logistic regression analysis was performed on the participant’s self-reported attitudes and believes. Based on the results from the regression analyses, a list of suggested behaviour change techniques was designed using the Behaviour Change Wheel (BCW) framework and the BCT taxonomy (BCTTv1).

Findings

This research suggested that Beliefs about Consequences, Beliefs about Capabilities, Goal Conflict, Coping Planning, and Environmental Context and Resources are the main factors, influencing the positive attitude towards VAS and the self-reported desire to try it in the future. Future interventions were recommended and supported by 22 possible BCTs identified using the BCW approach. The TDF and BCW proved to be useful models for identifying both internal and external factors influencing fitness fans during the adoption of the new sportstech.

Originality/value

The main contribution of the present work was the implementation of a structured and effective approach derived from the healthcare domain to design solutions for behaviour change in the emerging and expanding virtual sports context.

Citation

Evsikov, E., Hristova, V., Vlaev, I. and Karabeliova, S. (2024), "Virtual active sports: identifying main barriers and facilitators for casual fitness fans", International Journal of Sports Marketing and Sponsorship, Vol. 25 No. 4, pp. 929-949. https://doi.org/10.1108/IJSMS-10-2023-0213