返回Google圖書搜尋

Consumers' Perceived Value of Augmented Reality and Artificial Intelligence in Sport Broadcasting

其他書名	A Case of National Football League Nextgen Stats
出版	University of Florida, 2022
URL	http://books.google.com.hk/books?id=CALezwEACAAJ&hl=&source=gbs_api

註釋Drawing on Consumer value theory, the Technology Acceptance Model, the Unified Theory of Acceptance and Use of Technology 2, the Elaboration Likelihood Model (ELM), Study 1 proposes a research model to first capture the factors of consumers' perceived value of AR technology in sport (informativeness, aesthetics, excitement, effort, and novelty) and its outcomes of satisfaction and behavioral intentions. This project also shows the impact of individual variables (age, technology propensity, sport psychological involvement, and sport knowledge) and media type on this relationship. Study 2 focuses on real-world consumer reactions to the new Machine Learning-generated information and the NFL's implementation by reviewing the comments, posts, and feedback on social media posts (i.e., Twitter) from sports fans on posts involving the NFL's Next Gen Stats. By implementing Machine Learning and Natural Language processing methods, the aim was to create an understanding of how fans feel about the new technology itself and their interactions with the NFL and other fans surrounding the new information. The primary outcomes of Study 1 are that consumers' perceived values have positive effects on their feelings of satisfaction with the broadcast and behavioral outcomes levels. The positive levels of satisfaction engage their information-seeking and subscribing needs and positively impact their intentions to seek information about the NGS content on social media as well as share the