The Users’ Intention to Participate in a VR/AR Sports Experience by Applying the Extended Technology Acceptance Model (ETAM)

Since the basic model of technology acceptance model (TAM) was introduced, studies in various fields have been conducted to improve the explanatory power of the TAM. These studies show that there are limitations in explaining the intention to use a new technology with just two variables (perceived usefulness and perceived ease of use), and that the intention to use a new technology can be affected by many external variables, in addition to the two variables. Accordingly, the purpose of this study is to identify factors affecting users’ intention to participate in a virtual/augmented reality (VR/AR) sports experience based on the extended technology acceptance model (ETAM). To this end, this study analyzed the results of a survey conducted on 300 university students who are sports majors in Korea, who have experienced VR/AR sports. First, among experience economy factors, education experience, escape experience, and esthetic experience had a positive effect on presence. Second, presence had a positive effect on perceived usefulness and flow. Third, perceived usefulness and flow had a positive effect on the intention to participate. This study has significance in empirically investigating the relationship among variables affecting users’ intention to participate in a VR/AR sports experience using the ETAM. The results can be used as basic data for establishing strategies necessary in vitalizing VR/AR sports in the future.