Abstract
The purpose of this study was to provide a strategic basis for mobile sports-related application developers to understand the degree of consumer adoption of mobile sports-related applications. In this study, we adopted an Elaboration Likelihood Model as a theoretical basis and expanded it to meet the objectives of the current study. We offer a new perspective to understand and predict the customers' behaviors of the mobile sports applications. The participants of this study were students from a university in Seoul, Korea. We used a total of 241 valid samples and analyzed data using Structural Equation Modeling in SmartPLS software. The results contained both theoretical and managerial implications. First, the intention to adopt mobile sports applications was positively influenced by favorable attitudes toward mobile sports applications. Second, favorable attitudes were directly influenced by argument quality, source credibility, and past experience. In addition, technology self-efficacy played moderating roles between argument quality and favorable attitudes. Third, we decomposed significant factors of argument quality as information quality, service quality, and friendliness. Fourth, we found brand recognition and quality of reviews are significantly decomposed factors that had impact on source credibility.
| Translated title of the contribution | The Elaborating Role of Self-Efficacy in Adopting Mobile Sports Application: From ELM Perspectives |
|---|---|
| Original language | Korean |
| Pages (from-to) | 121-13 |
| Number of pages | 17 |
| Journal | 한국스포츠산업경영학회지 |
| Volume | 19 |
| Issue number | 5 |
| State | Published - Oct 2014 |