Please use this identifier to cite or link to this item: 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

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