Perceived viewing-experience enhancement and audience acceptance

Applying TAM to AI-based sports broadcasting services

Bibliographic Data

ID24234057
AuthorsLiuxin Li (0009-0009-6905-7121, Independent researcher, corresponding author)
Year2026
Volume8
Publication date2026-10-16
Open AccessYes
TypeARTICLE
VenueFrontiers in Sports and Active Living (JOURNAL)
Journal identifiersISSN: 2624-9367 • E-ISSN: 2624-9367
PublisherFrontiers Media SA (PUBLISHER • CH)
DOI10.3389/fspor.2026.1945033
OpenAlexW7222601784
LanguageEN
References cited24

Introduction Despite the rapid proliferation of artificial intelligence (AI) technologies in sports broadcasting, empirical evidence validating the Technology Acceptance Model (TAM) and experiential outcomes in this specific context remains limited. This study aims to address this gap by investigating the statistical relationships among core TAM constructs, usage attitude, behavioral intention, and perceived viewing-experience enhancement within AI-based sports broadcasting services. Methods Based on the theoretical framework of TAM, this study collected valid data from 630 Chinese respondents. Structural equation modeling (SEM) was employed to quantitatively test the hypothesized research model and examine the interrelationships between the proposed variables. Results The empirical results demonstrate that perceived ease of use positively predicts perceived usefulness, and both perceived ease of use and perceived usefulness exert significant positive effects on users' usage attitude. Furthermore, usage attitude is positively associated with behavioral intention and perceived viewing-experience enhancement. Notably, usage attitude plays a full mediating role in the relationships between the two perceptual antecedents (perceived ease of use, perceived usefulness) and the two outcome variables (behavioral intention, viewing-experience enhancement). Discussion This research contributes context-specific empirical validation to the TAM framework in the emerging domain of AI-driven sports broadcasting. It extends existing TAM literature by integrating individual-level experiential outcomes alongside traditional behavioral intention indicators in sports media consumption. Practically, the findings provide actionable insights for optimizing user experience and improving service design for AI sports broadcasting platforms.

attitude toward using · audience acceptance · behavioral intention · perceived ease of use · perceived usefulness · sports media consumption · Technology Acceptance Model · User Experience · Innovative Human-Technology Interaction · Multimedia Communication and Technology · Technology Adoption and User Behaviour