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Unraveling the Multifaceted Nexus of Artificial Intelligence Sports and User Willingness: A Focus on Technology Readiness, Perceived Usefulness, and Green Consciousness

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  • Liqian Gao

    (Graduate School, Kyonggi University, Suwon 16227, Republic of Korea)

  • Ziyang Liu

    (Graduate School, Kyonggi University, Suwon 16227, Republic of Korea)

Abstract

The adoption of artificial intelligence (AI) in the sports domain, known as AI Sports, has gained considerable attention, while the increasing importance of environmental sustainability further necessitates exploring green-conscious behaviors. This study aims to investigate the impacts of technology readiness, perceived usefulness, and green consciousness on users’ willingness to adopt AI Sports. Utilizing a cross-sectional survey and structural equation modeling, data from 670 valid questionnaires were analyzed. The results revealed that technology readiness directly influences users’ perceived usefulness of AI Sports, while green awareness significantly affects perceived usefulness, highlighting the relative scarcity of research on green consciousness in this context. Moreover, perceived usefulness plays a crucial role in predicting users’ willingness to use AI Sports, contributing to its sustainable development and widespread adoption. This study fills a research gap by exploring the importance of green consciousness in the field of artificial intelligence sports, and provides important insights for the development and promotion of sustainable artificial intelligence sports.

Suggested Citation

  • Liqian Gao & Ziyang Liu, 2023. "Unraveling the Multifaceted Nexus of Artificial Intelligence Sports and User Willingness: A Focus on Technology Readiness, Perceived Usefulness, and Green Consciousness," Sustainability, MDPI, vol. 15(18), pages 1-16, September.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:18:p:13961-:d:1243932
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    References listed on IDEAS

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