Navigating Fan Reactions: The Role of Innovation Resistance and Acceptance in Smart Stadium Technology Use

Abstract

The adoption of Smart Stadium Technologies (SST) has become essential to meet increasing demands for real-time data, interactive experiences, and personalized content among sports fans. This study aims to understand drivers and barriers influencing the intention to use SST by integrating the Technology Acceptance Model and Innovation Resistance Theory, alongside fan identification concepts. We conducted a survey of 504 sports event attendees and analyzed the data using structural equation modeling. Our findings indicate that usefulness, ease of use, and hedonic value significantly enhance the intention to use SST, while distraction and social risks serve as resistance factors. Security concerns did not show an impact. Fan identification moderates these effects, with higher identification weakening the positive impact of hedonic value and amplifying the impact of social risks. This research contributes to the understanding of technologies in sports and offers practical recommendations for fan engagement through SST, tailored to different fan types.