The Intention of Sports Participants to Utilize Digital Technology for Engagement: The Moderating Role of Self-Efficacy

Digital technology has greatly influenced the way the public engages in sports activities. However, the behavioral decision-making process associated with the adoption of digital technology for sports participation remains unclear. This study employs the Behavioral Reasoning Theory to elucidate the cognitive processes underlying participants' behavioral intentions by examining the reasons for and against the adoption, as well as the influence of self-efficacy. The model presented is a theoretical expansion of the current innovation frameworks within sports management and marketing. The findings indicate that the reasons against adoption by respondents exert a more substantial impact on their attitudes and behavioral intentions than the reasons for adoption. Perceived enjoyment and perceived barriers to use are identified as the leading factors for reasons in favor of and against adoption, respectively. The study also highlights the pivotal role of participants' self-efficacy in the cognitive decision-making process concerning the adoption of digital technology for sports participation. To amplify the impact of digital technology within the sports domain, it delineates the reasons for and against adoption and to account for the influence of self-efficacy in the decision-making process, thereby ensuring that the integration of digital technology with sports more effectively addresses the practical needs of participants.