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

Eugene Evsikov (Warwick Business School, University of Warwick, Coventry, UK)
Velina Hristova (Sofia University St Kliment Ohridski, Sofia, Bulgaria) (Bulgarian Academy of Sciences, Sofia, Bulgaria)
Ivo Vlaev (Warwick Business School, University of Warwick, Coventry, UK)
Sonya Karabeliova (Sofia University St Kliment Ohridski, Sofia, Bulgaria)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 20 June 2024

Issue publication date: 21 August 2024

97

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.

Keywords

Acknowledgements

Funding: This work was supported by the National Recovery and Resilience Plan of the Republic of Bulgaria under contract SUMMIT BG-RRP-2.004-0008-C01.

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

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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