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      Video Production and Distribution Platform in Swiss Sports Teams: An Analysis of Acceptance and Willingness to Pay

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          Abstract

          Swisscom Asport (“Asport”) has set itself the target of covering the entire video process from production to distribution. Its services should be affordable not only for professional sports clubs but also for their amateur counterparts. Despite limited resources, clubs want to increase their attractiveness through new technologies and meet members' needs. This paper examines the factors that lead to the acceptance of Asport services by sports clubs. In addition, the willingness to pay for these services is evaluated. Pricing is critical to success in innovation and also because of the limited financial resources of sports clubs. Based on the literature research, a conceptual model was developed based on the unified theory of acceptance and use of technology model (UTAUT), tested using an online survey of Swiss amateur football clubs, and evaluated using regression analysis. The study findings show that social environment exerts the strongest influence on behavioral intention, defined as “acceptance” in this paper. Furthermore, the two independent variables, performance expectancy and effort expectancy, have a significant effect on user acceptance. In contrast to the original model (UTAUT), this paper demonstrates the direct influence of attitude to use. Of the independent variables, facilitating conditions have an additional effect on attitude to use. The results demonstrate that it is not acceptance but attitude to use that influences willingness to pay. An in-depth evaluation of willingness to pay shows that the optimal price point is 83.3% lower than the price offered by the company; however, there are budget-dependent variations in the assessment.

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          User Acceptance of Information Technology: Toward a Unified View

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            A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies

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              User Acceptance of Computer Technology: A Comparison of Two Theoretical Models

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                Author and article information

                Contributors
                Journal
                Front Sports Act Living
                Front Sports Act Living
                Front. Sports Act. Living
                Frontiers in Sports and Active Living
                Frontiers Media S.A.
                2624-9367
                24 September 2021
                2021
                : 3
                : 722043
                Affiliations
                [1] 1Institute for Marketing Management, ZHAW School of Management and Law , Winterthur, Switzerland
                [2] 2Swisscom Broadcast AG, Swisscom Event and Media Solutions , Zurich, Switzerland
                Author notes

                Edited by: Hyun-Woo Lee, Texas A&M University, United States

                Reviewed by: Han Soo Kim, Texas A&M University, United States; Jun-Phil Uhm, Texas A&M University, United States

                *Correspondence: Marcel Huettermann marcel.huettermann@ 123456zhaw.ch

                This article was submitted to Sports Management, Marketing and Business, a section of the journal Frontiers in Sports and Active Living

                Article
                10.3389/fspor.2021.722043
                8500696
                34632377
                646eea78-b287-47d3-bca1-8e111de787d5
                Copyright © 2021 Huettermann, Haefliger and Stallone.

                This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

                History
                : 08 June 2021
                : 24 August 2021
                Page count
                Figures: 3, Tables: 10, Equations: 0, References: 65, Pages: 18, Words: 13768
                Categories
                Sports and Active Living
                Original Research

                video production,distribution platform,sport,acceptance,willingness-to-pay

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