Artificial intelligence (AI) has recently been introduced as a new way of analyzing and predicting sport consumer behavior. The goal of this study was to investigate the relationships among the perceived usefulness, perceived ease of use, the importance of exercise, attitudes towards use, and the behavioral intention to use AI services based on the technology adoption model. The authors recruited 408 participants who participated in an experiment designed to provide a deeper understanding of AI fitness services. After screening, the collected data were screened through assumption tests, and we conducted a confirmatory factor analysis and structural equation modeling to analyze research hypotheses. The results indicated that three types of consumer evaluations (i.e., perceived usefulness, perceived ease of use, and importance of exercise) positively influence their attitudes toward AI fitness services. In addition, the positive attitudes regarding AI services positively influenced the intention to use AI services. The results of this research contribute to our knowledge of the consumers’ attitudes and behaviors toward AI services in the sport industry based on the technology acceptance model. Furthermore, this study provided the empirical evidence critically needed to increase our understanding of AI in the sport industry and offered new insights into how sport facility managers can predict their consumers’ intention to use AI services.

Background/Objectives: Mobile health applications are essential for improving healthcare access and promoting healthy lifestyles. This study investigates the roles of perceived ease of use, usefulness, and satisfaction in shaping behavioral intentions using the Technology Acceptance Model. Methods: A survey of 329 mobile health application users in Korea was analyzed using confirmatory factor analysis and structural equation modeling to test hypothesized relationships. Results: The findings indicate that perceived ease of use positively influences perceived usefulness (H1). Customer satisfaction is positively influenced by both the perceived ease of use and perceived usefulness (H2 and H3). Furthermore, behavioral intention is affected by perceived ease of use, perceived usefulness, and customer satisfaction (H4 through H6). Conclusions: The findings from this study elucidate how mobile health applications can enhance users’ perceptions of ease of use and usefulness, thereby influencing their behavioral intentions through increased satisfaction. This research also advances our understanding of application services and informs the development of effective operational and marketing strategies.

Brand authenticity is a crucial concept in determining a continuing relationship between a team and its fans. To better understand brand authenticity in the sport industry, this study explored how professional sport teams’ brand authenticity can be enhanced by its antecedents and what is the role of brand authenticity on fan loyalty, ultimately enhancing receptivity to environmental sustainability messaging. A total of 349 fans of the National Football League participated in an online survey. This research employed structural equation modeling to examine the relationships among the eight main constructs in the hypothesized research model. The results indicated that the five predictors positively influenced the team’s brand authenticity. Furthermore, enhanced brand authenticity impacted fan loyalty, while receptivity to environmental sustainability messaging was affected by fan loyalty and environmental sustainability attitude. The findings demonstrate how sport organizations can increase fans’ receptivity to environmental sustainability messaging through fans’ perceived brand authenticity and loyalty.

This study investigates the influence of company sport club involvement on employee outcomes, including cultural intelligence (CQ), organizational commitment, job satisfaction, and task performance. Drawing upon the theoretical frameworks of self-determination theory and spillover theory, the research examines how participation in company sport clubs enhances intrinsic motivation and promotes positive workplace attitudes and behaviors. Data were collected from 320 employees in Korea who were involved in various company sport clubs. Structural equation modeling analysis confirms significant positive relationships between company sport club involvement and CQ, organizational commitment, job satisfaction, and task performance. The findings underscore the significance of integrating company sport clubs into organizational culture to foster employee well-being and productivity. Human resource managers and organizational leaders can leverage these insights to enhance employee engagement and organizational performance.

Purpose: A growing trend among employees is engaging in sports activities with their colleagues during non-working hours. Despite the popularity of company sports in contemporary organizations, there is a dearth of research attention on its facilitators and outcomes. Thus, this study aimed to identify factors influencing employee involvement in competitive company sports and how such involvement influences future participation and life satisfaction. Design/methodology/approach: Within a concurrent explanatory mixed-methods design, we recruited 380 employees who participated in external competitive company sport leagues to complete a survey with open-ended questions. Once the data was collected, it was analyzed using both structural equation modeling and thematic analysis. Findings: Quantitative results indicated that social support and work–life balance (WLB) positively influenced company sport involvement, ultimately enhancing life satisfaction and intention to continue. Qualitative findings revealed four higher-order themes: (1) encourage a healthier lifestyle, (2) time, (3) build bonds with colleagues and management, and (4) personal development. Originality/value: This study contributes novel insights to incorporate sport management in organizations, highlighting the significance of company sport involvement.