Technology Innovations and Consumption of Formula 1 as a TV Sport Product



Schneiders C & Rocha C (2022) Technology Innovations and Consumption of Formula 1 as a TV Sport Product. Sport Marketing Quarterly, 31 (3), pp. 186-197.

Drawing upon the technology acceptance model, the aim of this study was to describe the eff ects of technology innovations in Formula 1 (F1) on fans' satisfaction and commitment to consumption of F1 as a TV product, controlling for identifi cation with F1 and specifi c teams and drivers. We surveyed F1 fans (N = 449) contacted via web-based forums. Results of a structural equation modeling showed that positive perceptions of technology innovation lead to satisfaction with F1 as a TV product, which in turn leads to commitment to consumption. Highly identifi ed fans are committed to consuming the sport on TV, but they do not necessarily accept F1 new technologies. Technology changes that increase predictability and competitive unbalance are not well received and may lead to less consumption of F1 on TV. F1 managers need to make careful analysis before introducing new technology, which might decrease the TV audience for F1 races.

commitment; satisfaction; sport spectatorship; TV product

Christopher Schneiders, MSc, is a former sport management student at the University of Stirling. His research interest include consumer behaviors among sport fans and viewers. Claudio Rocha, PhD, is a lecturer in sport management in sport at the University of Stirling. His research interests are in social impacts of sport mega-events (mainly the ones hosted by developing nations).

Sport Marketing Quarterly: Volume 31, Issue 3

Publication date30/09/2022
Publication date online19/09/2022
Date accepted by journal04/04/2022

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Dr Claudio Rocha

Dr Claudio Rocha

Senior Lecturer, Sport