Exploring a new form of interaction in the match day: Virtual reality technologies among fans of soccer

Abstract

Virtual reality (VR) is a technology with potential to disrupt the soccer industry as fans are willing to enjoy new home-watching experiences. This study analyzes the concept of a new VR soccer experience by means of using the Extended Technology Acceptance Model to determine the factors that lead to the adoption of VR equipment in the match day. Data was collected and 203 valid responses were obtained. The results were treated using structural equation modeling, which allowed predicting purchase and use intentions. Findings suggest that perceived usefulness, perceived enjoyment, and attitudes are strong predictors of the outcomes. Moreover, the results support the potential of VR and its integration in sports. This study paves the way to further research on this matter and provides several insights and recommendations for sports organizations on how to design their offerings to soccer fandom.