The Motivations Behind Users of Mixed-Reality Sports
Journal of Business Research 134 (2021) 316–328 Contents lists available at ScienceDirect Journal of Business Research journal homepage: www.elsevier.com/locate/jbusres Apart we ride together: The motivations behind users of mixed-reality sports Daniel Westmattelmann a,*, Jan-Gerrit Grotenhermen a, Marius Sprenger a, William Rand b, Gerhard Schewe a a Center for Management, Chair of Business Administration - Organization, Personnel and Innovation, University of Münster, Universitatsstra¨ ße 14-16, 48143 Münster, Germany b Department of Business Management, North Carolina State University, Nelson Hall 2324, 2801 Founders Drive, Raleigh, NC 27695, USA ARTICLE INFO ABSTRACT Keywords: A new form of sports platforms transfers traditional sports like cycling into a virtual world and lets users so User motivation cialize, exercise or compete with each other. Despite the increasing public attention, there is no research on Mixed-reality motivational factors of this advanced mixed-reality technology allowing virtual-mediated physical interaction. Virtual sport Therefore, we proposed a research model and tested it using structural equation modelling combined with Task factors qualitative interviews to investigate the platform’s usage. Our results reveal that utilitarian benefitsrelate to the Social network task-purposes of health consciousness and training, while hedonic benefits relate to training, customizing and socializing. Hedonic benefits are more strongly related to use intention than utilitarian, but subgroup-specific differences are observed. Privacy concerns constitute a risk for all users to continued use of these platforms, while cheating is relevant only for competitive users. Use intention positively relates to actual use behavior in the form of usage time, number of races and followed users.
[Show full text]