Fans' intention to use AI-driven services in LIDOM stadiums: A study based onthe technology adoption model

Abstract

Artificial intelligence (AI) comes with a constant development role and recent application by sports consumers. This study aims to investigate the relationships between perceived usefulness, perceived ease of use, user attitudes, and behavioral intention to use AI-based services of the Dominican baseball stadiums of the LIDOM. This work will be based on the Technology Acceptance Model (TAM). As a field method, a test of an AI-based application, “customer relationship management (CRM)” will be conducted that interacts with at least 500 Dominican baseball fans who attend LIDOM stadiums. After using the CRM, a questionnaire will be applied to capture data through testing assumptions and performing a confirmatory multifactorial analysis to analyze the research hypotheses. The results will indicate three types of consumer considerations: perceived usefulness, perceived ease of use, and attitude of use; with this, it will be possible to determine which has the most significant impact and positively influences their attitudes towards AI. The results of this work will contribute to our knowledge about consumer perception towards AI-based sports facility services.