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https://doi.org/10.21256/zhaw-23304| Publication type: | Article in scientific journal |
| Type of review: | Peer review (publication) |
| Title: | Video production and distribution platform in Swiss sports teams : an analysis of acceptance and willingness to pay |
| Authors: | Hüttermann, Marcel Haefliger, Fabian Stallone, Valerio |
| et. al: | No |
| DOI: | 10.3389/fspor.2021.722043 10.21256/zhaw-23304 |
| Published in: | Frontiers in Sports and Active Living |
| Issue Date: | 24-Sep-2021 |
| Publisher / Ed. Institution: | Frontiers Research Foundation |
| ISSN: | 2624-9367 |
| Language: | English |
| Subjects: | Acceptance; Distribution platform; Video production; Willingness-to-Pay |
| Subject (DDC): | 658.8: Marketing management 700: The arts and entertainment |
| Abstract: | Swisscom Asport (“Asport”) has set itself the target of covering the entire video process from production to distribution. Its services should be affordable not only for professional sports clubs but also for their amateur counterparts. Despite limited resources, clubs want to increase their attractiveness through new technologies and meet members' needs. This paper examines the factors that lead to the acceptance of Asport services by sports clubs. In addition, the willingness to pay for these services is evaluated. Pricing is critical to success in innovation and also because of the limited financial resources of sports clubs. Based on the literature research, a conceptual model was developed based on the unified theory of acceptance and use of technology model (UTAUT), tested using an online survey of Swiss amateur football clubs, and evaluated using regression analysis. The study findings show that social environment exerts the strongest influence on behavioral intention, defined as “acceptance” in this paper. Furthermore, the two independent variables, performance expectancy and effort expectancy, have a significant effect on user acceptance. In contrast to the original model (UTAUT), this paper demonstrates the direct influence of attitude to use. Of the independent variables, facilitating conditions have an additional effect on attitude to use. The results demonstrate that it is not acceptance but attitude to use that influences willingness to pay. An in-depth evaluation of willingness to pay shows that the optimal price point is 83.3% lower than the price offered by the company; however, there are budget-dependent variations in the assessment. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/23304 |
| Fulltext version: | Published version |
| License (according to publishing contract): | CC BY 4.0: Attribution 4.0 International |
| Departement: | School of Management and Law |
| Organisational Unit: | Institute of Marketing Management (IMM) |
| Appears in collections: | Publikationen School of Management and Law |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 2021_Huetterman_Video_Production_and_Distribution_Platform_in_Swiss_Sports_Teams.pdf | 1.11 MB | Adobe PDF |  View/Open |
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Hüttermann, M., Haefliger, F., & Stallone, V. (2021). Video production and distribution platform in Swiss sports teams : an analysis of acceptance and willingness to pay. Frontiers in Sports and Active Living. https://doi.org/10.3389/fspor.2021.722043
Hüttermann, M., Haefliger, F. and Stallone, V. (2021) ‘Video production and distribution platform in Swiss sports teams : an analysis of acceptance and willingness to pay’, Frontiers in Sports and Active Living [Preprint]. Available at: https://doi.org/10.3389/fspor.2021.722043.
M. Hüttermann, F. Haefliger, and V. Stallone, “Video production and distribution platform in Swiss sports teams : an analysis of acceptance and willingness to pay,” Frontiers in Sports and Active Living, Sep. 2021, doi: 10.3389/fspor.2021.722043.
HÜTTERMANN, Marcel, Fabian HAEFLIGER und Valerio STALLONE, 2021. Video production and distribution platform in Swiss sports teams : an analysis of acceptance and willingness to pay. Frontiers in Sports and Active Living. 24 September 2021. DOI 10.3389/fspor.2021.722043
Hüttermann, Marcel, Fabian Haefliger, and Valerio Stallone. 2021. “Video Production and Distribution Platform in Swiss Sports Teams : An Analysis of Acceptance and Willingness to Pay.” Frontiers in Sports and Active Living, September. https://doi.org/10.3389/fspor.2021.722043.
Hüttermann, Marcel, et al. “Video Production and Distribution Platform in Swiss Sports Teams : An Analysis of Acceptance and Willingness to Pay.” Frontiers in Sports and Active Living, Sept. 2021, https://doi.org/10.3389/fspor.2021.722043.
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