Application of the Unified Theory of Acceptance and Use of Augmented Reality Technology in the Development and Promotion Sports with the Moderating Role of Consumer Inertia

Purpose: Technological advances have been central to the development of societies in this century. Various countries have increasingly embraced technological innovations to enhance life experiences in different dimensions. However, consumers’ widespread adoption of these technologies is crucial for their ongoing success and further expansion. This research explores the Unified Theory of Acceptance and Use of Technology (UTAUT) of augmented reality technology, considering the moderating role of consumer inertia in the advancement and promotion of sports.Methodology: This research, designed in an applied-descriptive manner, utilized the non-random sampling method, and the data collected through online questionnaires were analyzed using the structural equation modeling method. Although the concept of consumer inertia is not initially incorporated into the framework of the technology acceptance model, evidence suggests that this factor plays a significant role as a key predictor of resistance to adopting new products. This resistance can be more critical than other predictive factors, such as expected performance, required effort, social influences, and facilitating conditions.Findings: This research has revealed that gaining a deeper understanding of these critical factors and establishing the necessary infrastructure to support them will significantly increase the likelihood of success and the potential benefits of augmented reality technology in sports.Originality: This research innovatively incorporates consumer inertia into the Unified Theory of Acceptance and Use of Technology framework for augmented reality technology in sports. By highlighting the significance of consumer inertia as a critical predictor of resistance to new products, it addresses potential barriers to adoption. The findings provide valuable insights for researchers and practitioners to enhance technology acceptance in the sports industry.