Title: Do spectators and competitors accept the use of scoring technology in Taekwondo competitions?

Authors: Yong Jae Ko, Kevin Cattani, Yonghwan Chang, Youngjin Hur

Addresses: Department of Tourism, Recreation, and Sport Management, University of Florida, 186 A Florida Gym, P.O. Box 118208, Gainesville, FL 32611-8208, USA. ' Department of Tourism, Recreation, and Sport Management, University of Florida, 186 A Florida Gym, P.O. Box 118208, Gainesville, FL 32611-8208, USA. ' Department of Tourism, Recreation, and Sport Management, University of Florida, 186 A Florida Gym, P.O. Box 118208, Gainesville, FL 32611-8208, USA. ' University of Central Missouri, Morrow Building, Room 132, P.O. Box 800, Warrensburg, MO 64093 USA

Abstract: The purposes of this study are: a) to examine consumers| perceptions about new technology (electronic scoring system) adapted in the US Open Taekwondo events; b) to identify factors that significantly influence their attitude and purchase decision. Davis| (1989) and Davis et al.|s (1992) technology acceptance conception were applied. Multiple regression analyses and descriptive statistics were conducted using data from a survey of a convenience sample of spectators, athletes, and coaches participating in the 2010 US Open Taekwondo Championship. Person-to-person interviews were conducted to expand and enrich the quantitative findings. The results suggested that usefulness and enjoyability were found to be important predictors in developing positive attitude and purchase intention among target samples. The findings of the study are limited by the sample being restricted to a particular product in a very specific context in the USA.

Keywords: electronic scoring systems; e-scoring; technology acceptance model; TAM; consumer attitudes; event quality; Taekwondo competitions; consumer perceptions; new technology; purchasing decisions; intention to purchase.

DOI: 10.1504/IJSMM.2011.041574

International Journal of Sport Management and Marketing, 2011 Vol.9 No.3/4, pp.238 - 253

Available online: 26 Jul 2011

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