Do spectators and competitors accept the use of scoring technology in Taekwondo competitions?

Yong Jae Ko, Kevin Cattani, Yonghwan Chang, Youngjin Hur

Research output: Contribution to journalArticlepeer-review

5 Scopus citations

Abstract

The purposes of this study are a to examine consumers' perceptions about new technology (electronic scoring system) adapted in the US Open Taekwondo events b to identify factors that significantly influence their attitude and purchase decision. Davis' (1989) and Davis et al.'s (1992) technology acceptance conception were applied. Multiple regression analyses and descriptive statistics were conducted using data from a survey of a convenience sample of spectators, athletes, and coaches participating in the 2010 US Open Taekwondo Championship. Person-to-person interviews were conducted to expand and enrich the quantitative findings. The results suggested that usefulness and enjoyability were found to be important predictors in developing positive attitude and purchase intention among target samples. The findings of the study are limited by the sample being restricted to a particular product in a very specific context in the USA.

Original languageEnglish (US)
Pages (from-to)238-253
Number of pages16
JournalInternational Journal of Sport Management and Marketing
Volume9
Issue number3-4
DOIs
StatePublished - Jul 2011

Keywords

  • Consumer attitude
  • Electronic scoring system
  • Event quality
  • TAM
  • Taekwondo
  • Technology acceptance model

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