Only a few studies have examined issues related to sport stakeholders’ (e.g., athletes’, spectators’, and coaches’) perceived value of technology products and its influence on the purchase intention of sport technology. The model of value-based stakeholders’ loyalty toward sport technology (MVLST) is offered to inform customer purchase intentions of technology-based products by proposing theoretical relationships between perceived value, brand attitude, and purchase intention. The MVLST leverages core aspects of the technology acceptance model (TAM) and salient product attributes as quality, price, and innovativeness to develop the perceived value of sport technology (PVST). To test the theoretical relationships proposed in MVLST, a structural equation model was performed. Finally, multi-group SEM was employed to examine the moderating effect of consumer involvement. A total of 341 useful cases were collected from key stakeholders (e.g., spectators, coaches, and athletes) attending the 2010 US Open Taekwondo Championship; the technology-based product assessed by these survey participants was the electronic body protector and scoring system. The results of this analysis demonstrate that: (i) Usefulness, quality, and price are important value dimensions for attitude; (ii) conative loyalty (i.e., purchase intention) toward a sport technology occurs as consumers develop positive value perceptions and attitude toward the product; and (iii) the purchase intention of high vs. low involvement groups is dissimilarly influenced by the proposed value dimensions. From a theoretical perspective, the current study sheds light on the importance of attitude as a mediating variable and involvement as a moderating variable.

Resumen

Hasta el momento, solo unos pocos estudios han examinado temas relacionados con el valor percibido de stakeholders (ej. atletas, espectadores, y entrenadores) sobre productos tecnológicos y su influencia en las intenciones de compra de tecnología deportiva. El modelo de lealtad de los stakeholders basado en el valor percibido hacia la tecnología deportiva (MVLST) presentado, en aras de mejorar el conocimiento sobre la intención de compra de productos tecnológicos en deporte, proponiendo relaciones teóricas entre el valor percibido, la actitud hacia la marca y las intenciones de compra. Este modelo aprovecha aspectos centrales del modelo de aceptación de la tecnología (TAM), junto con la calidad, la innovación y el precio, para desarrollar el valor percibido de la tecnología deportiva (PVST). Para probar las relaciones teóricas propuestas en MVLST, se implementó un análisis a través de un modelo de ecuaciones estructurales. Finalmente, el análisis multi-grupo SEM fue para examinar el efecto moderador de la participación de consumidor. Un total de 341 casos útiles fueron recogidos de diferentes grupos de interés (ej. espectadores, entrenadores, atletas) que asistieron al US Open Taekwondo Championship en 2010. Los productos tecnológicos evaluados fueron el protector pectoral electrónico y el sistema de puntuación. Los resultados del análisis sugieren que: (i) la utilidad, la calidad, y el precio forman dimensiones de valor importantes para la actitud, (ii) la lealtad conativa, es decir, la intención de compra hacia productos deportivos tecnológicos ocurre en la medida en que los consumidores desarrollan percepciones de valor y actitudes positivas hacia el producto, y (iii) la intención de compra de los grupos de alta o baja participación está influenciada por las dimensiones de valor propuestas. Desde una perspectiva teórica, este estudio muestra la importancia de la actitud como variable mediadora y la participación como una variable moderadora.

http://dx.doi.org/10.5232/ricyde2014.03504

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