Video Production and Distribution Platform in Swiss Sports Teams: An Analysis of Acceptance and Willingness to Pay
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 attract...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2021-09-01
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| Series: | Frontiers in Sports and Active Living |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fspor.2021.722043/full |
| _version_ | 1818669600069386240 |
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| author | Marcel Huettermann Fabian Haefliger Valerio Stallone |
| author_facet | Marcel Huettermann Fabian Haefliger Valerio Stallone |
| author_sort | Marcel Huettermann |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-17T06:54:47Z |
| format | Article |
| id | doaj.art-3bfb1a7914b84e4f8ef5b7eb1f0375df |
| institution | Directory Open Access Journal |
| issn | 2624-9367 |
| language | English |
| last_indexed | 2024-12-17T06:54:47Z |
| publishDate | 2021-09-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Sports and Active Living |
| spelling | doaj.art-3bfb1a7914b84e4f8ef5b7eb1f0375df2022-12-21T21:59:27ZengFrontiers Media S.A.Frontiers in Sports and Active Living2624-93672021-09-01310.3389/fspor.2021.722043722043Video Production and Distribution Platform in Swiss Sports Teams: An Analysis of Acceptance and Willingness to PayMarcel Huettermann0Fabian Haefliger1Valerio Stallone2Institute for Marketing Management, ZHAW School of Management and Law, Winterthur, SwitzerlandSwisscom Broadcast AG, Swisscom Event and Media Solutions, Zurich, SwitzerlandInstitute for Marketing Management, ZHAW School of Management and Law, Winterthur, SwitzerlandSwisscom 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.https://www.frontiersin.org/articles/10.3389/fspor.2021.722043/fullvideo productiondistribution platformsportacceptancewillingness-to-pay |
| spellingShingle | Marcel Huettermann Fabian Haefliger Valerio Stallone Video Production and Distribution Platform in Swiss Sports Teams: An Analysis of Acceptance and Willingness to Pay Frontiers in Sports and Active Living video production distribution platform sport acceptance willingness-to-pay |
| title | Video Production and Distribution Platform in Swiss Sports Teams: An Analysis of Acceptance and Willingness to Pay |
| title_full | Video Production and Distribution Platform in Swiss Sports Teams: An Analysis of Acceptance and Willingness to Pay |
| title_fullStr | Video Production and Distribution Platform in Swiss Sports Teams: An Analysis of Acceptance and Willingness to Pay |
| title_full_unstemmed | Video Production and Distribution Platform in Swiss Sports Teams: An Analysis of Acceptance and Willingness to Pay |
| title_short | Video Production and Distribution Platform in Swiss Sports Teams: An Analysis of Acceptance and Willingness to Pay |
| title_sort | video production and distribution platform in swiss sports teams an analysis of acceptance and willingness to pay |
| topic | video production distribution platform sport acceptance willingness-to-pay |
| url | https://www.frontiersin.org/articles/10.3389/fspor.2021.722043/full |
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