Using an extended Technology Acceptance Model in exploring antecedents to adopting fantasy sports league websites
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 April 2011
Abstract
This research examines antecedents to consumer adoption of a popular form of online entertainment - fantasy sports leagues. Employing Davis' (1989) Technology Acceptance Model as a theoretical framework, the study found that attitude toward the televised sport (American professional football), perceived ease of using in relation to fantasy sports websites, perceived knowledge of the sport and subjective norms all played a role in explaining participants' attitudes and behavioural intentions towards playing fantasy football.
Keywords
Citation
Kwak, D.H. and McDaniel, S.R. (2011), "Using an extended Technology Acceptance Model in exploring antecedents to adopting fantasy sports league websites", International Journal of Sports Marketing and Sponsorship, Vol. 12 No. 3, pp. 43-56. https://doi.org/10.1108/IJSMS-12-03-2011-B005
Publisher
:Emerald Group Publishing Limited
Copyright © 2011 by Winthrop Publications Limited