A Multi-Method Analysis of Sport Spectator Resistance to Augmented Reality Technology in the Stadium

Past research in sports marketing examining technological innovations has predominantly focused on their acceptance by sport spectators. However, theoretical and empirical arguments suggest that investigating innovation resistance provides a distinct and complementary perspective to understanding spectators’ responses to technological innovations. Therefore, the present study examines spectator resistance toward augmented reality (AR) technology used within the stadium. We explore adoption barriers to in-stadium AR, and empirically test their influence on three forms of resistance (postponement, rejection, and opposition). The study used a mixed-method approach comprised of qualitative in-depth interviews (N = 22) and a cross-national online survey (N = 1,206) targeting spectators in Germany and the UK. The study identified seven adoption barriers to in-stadium AR: distraction from the live experience, interference with fan rituals supporting the team, reduced social interactions, reduced emotionality in discussions, risk of personal image damage, fan identity incongruence, and loss of stadium atmosphere. These barriers mainly influenced the resistance forms of rejection and opposition, while the relation to postponement was weaker. Beyond AR technology, this research is the first to examine innovation resistance among sport spectators highlighting the importance to consider downsides of technological innovations and their consequences as well.