{"id":"https://openalex.org/W7222601784","doi":"https://doi.org/10.3389/fspor.2026.1945033","title":"Perceived viewing-experience enhancement and audience acceptance: applying TAM to AI-based sports broadcasting services","display_name":"Perceived viewing-experience enhancement and audience acceptance: applying TAM to AI-based sports broadcasting services","publication_year":2026,"publication_date":"2026-10-16","ids":{"openalex":"https://openalex.org/W7222601784","doi":"https://doi.org/10.3389/fspor.2026.1945033","pmid":"https://pubmed.ncbi.nlm.nih.gov/42964652","pmcid":"https://www.ncbi.nlm.nih.gov/pmc/articles/13721283"},"language":"en","primary_location":{"id":"doi:10.3389/fspor.2026.1945033","doi":"https://doi.org/10.3389/fspor.2026.1945033","is_oa":true,"landing_page_url":"https://doi.org/10.3389/fspor.2026.1945033","pdf_url":"https://www.frontiersin.org/journals/sports-and-active-living/articles/10.3389/fspor.2026.1945033/pdf","source":{"id":"https://openalex.org/S4210180255","display_name":"Frontiers in Sports and Active Living","issn_l":"2624-9367","issn":["2624-9367"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["cwts-core","doaj","norway-1","poland-20","russia-white-list-2","vabb-shw"],"host_organization":"https://openalex.org/P4310320527","host_organization_name":"Frontiers Media","host_organization_lineage":["https://openalex.org/P4310320527"],"host_organization_lineage_names":["Frontiers Media"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Frontiers in Sports and Active Living","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref","doaj","pubmed"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://www.frontiersin.org/journals/sports-and-active-living/articles/10.3389/fspor.2026.1945033/pdf","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5158893734","display_name":"Liuxin Li","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Liuxin Li","raw_affiliation_strings":["Independent Researcher"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Independent Researcher","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5158893734"],"corresponding_institution_ids":[],"apc_list":{"value":1950,"currency":"CHF","value_usd":2353},"apc_paid":{"value":1950,"currency":"CHF","value_usd":2353},"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.86405674,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"8","issue":null,"first_page":"1945033","last_page":"1945033"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.9980000257492065,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.9980000257492065,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12720","display_name":"Multimedia Communication and Technology","score":0.0003000000142492354,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10803","display_name":"Innovative Human-Technology Interaction","score":0.00019999999494757503,"subfield":{"id":"https://openalex.org/subfields/1709","display_name":"Human-Computer Interaction"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/technology-acceptance-model","display_name":"technology acceptance model","score":0.8920000195503235},{"id":"https://openalex.org/keywords/audience-acceptance","display_name":"audience acceptance","score":0.9610000252723694},{"id":"https://openalex.org/keywords/perceived-ease-of-use","display_name":"perceived ease of use","score":0.8980000019073486},{"id":"https://openalex.org/keywords/perceived-usefulness","display_name":"perceived usefulness","score":1.0},{"id":"https://openalex.org/keywords/attitude-toward-use","display_name":"attitude toward using","score":0.9819999933242798},{"id":"https://openalex.org/keywords/behavioral-intention","display_name":"behavioral intention","score":1.0},{"id":"https://openalex.org/keywords/sports-media-consumption","display_name":"sports media consumption","score":0.8690000176429749},{"id":"https://openalex.org/keywords/user-experience","display_name":"user experience","score":0.7450000047683716}],"concepts":[{"id":"https://openalex.org/C2776185967","wikidata":"https://www.wikidata.org/wiki/Q112945","display_name":"Technology acceptance model","level":3,"score":0.6746000051498413},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.6570000052452087},{"id":"https://openalex.org/C170130773","wikidata":"https://www.wikidata.org/wiki/Q216378","display_name":"Usability","level":2,"score":0.6254000067710876},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.5932999849319458},{"id":"https://openalex.org/C120936955","wikidata":"https://www.wikidata.org/wiki/Q2155640","display_name":"Empirical research","level":2,"score":0.5764999985694885},{"id":"https://openalex.org/C71104824","wikidata":"https://www.wikidata.org/wiki/Q1476639","display_name":"Structural equation modeling","level":2,"score":0.5235999822616577},{"id":"https://openalex.org/C37228920","wikidata":"https://www.wikidata.org/wiki/Q1307600","display_name":"Experiential learning","level":2,"score":0.4984000027179718},{"id":"https://openalex.org/C26760741","wikidata":"https://www.wikidata.org/wiki/Q160402","display_name":"Perception","level":2,"score":0.4934000074863434},{"id":"https://openalex.org/C75630572","wikidata":"https://www.wikidata.org/wiki/Q538904","display_name":"Applied psychology","level":1,"score":0.4657000005245209},{"id":"https://openalex.org/C110157686","wikidata":"https://www.wikidata.org/wiki/Q922122","display_name":"Broadcasting (networking)","level":2,"score":0.4438999891281128},{"id":"https://openalex.org/C166052673","wikidata":"https://www.wikidata.org/wiki/Q83021","display_name":"Empirical evidence","level":2,"score":0.4309999942779541},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.4065999984741211},{"id":"https://openalex.org/C2777267654","wikidata":"https://www.wikidata.org/wiki/Q3519023","display_name":"Test (biology)","level":2,"score":0.38119998574256897},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.36399999260902405},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.3343999981880188},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3077000081539154},{"id":"https://openalex.org/C65067816","wikidata":"https://www.wikidata.org/wiki/Q2295139","display_name":"Computer-assisted web interviewing","level":2,"score":0.29490000009536743},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.2904999852180481},{"id":"https://openalex.org/C2776035688","wikidata":"https://www.wikidata.org/wiki/Q1606558","display_name":"Affect (linguistics)","level":2,"score":0.2897000014781952},{"id":"https://openalex.org/C201025465","wikidata":"https://www.wikidata.org/wiki/Q11248500","display_name":"User experience design","level":2,"score":0.2578999996185303},{"id":"https://openalex.org/C36503486","wikidata":"https://www.wikidata.org/wiki/Q11235244","display_name":"Domain (mathematical analysis)","level":2,"score":0.25519999861717224}],"mesh":[],"locations_count":3,"locations":[{"id":"doi:10.3389/fspor.2026.1945033","doi":"https://doi.org/10.3389/fspor.2026.1945033","is_oa":true,"landing_page_url":"https://doi.org/10.3389/fspor.2026.1945033","pdf_url":"https://www.frontiersin.org/journals/sports-and-active-living/articles/10.3389/fspor.2026.1945033/pdf","source":{"id":"https://openalex.org/S4210180255","display_name":"Frontiers in Sports and Active Living","issn_l":"2624-9367","issn":["2624-9367"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["cwts-core","doaj","norway-1","poland-20","russia-white-list-2","vabb-shw"],"host_organization":"https://openalex.org/P4310320527","host_organization_name":"Frontiers Media","host_organization_lineage":["https://openalex.org/P4310320527"],"host_organization_lineage_names":["Frontiers Media"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Frontiers in Sports and Active Living","raw_type":"journal-article"},{"id":"pmid:42964652","doi":null,"is_oa":false,"landing_page_url":"https://pubmed.ncbi.nlm.nih.gov/42964652","pdf_url":null,"source":{"id":"https://openalex.org/S4306525036","display_name":"PubMed","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1299303238","host_organization_name":"National Institutes of Health","host_organization_lineage":["https://openalex.org/I1299303238"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Frontiers in sports and active living","raw_type":"Journal Article"},{"id":"pmh:oai:doaj.org/article:b350f175732e495da5105cd9afec9e77","doi":null,"is_oa":false,"landing_page_url":"https://doaj.org/article/b350f175732e495da5105cd9afec9e77","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Frontiers in Sports and Active Living, Vol 8 (2026)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.3389/fspor.2026.1945033","doi":"https://doi.org/10.3389/fspor.2026.1945033","is_oa":true,"landing_page_url":"https://doi.org/10.3389/fspor.2026.1945033","pdf_url":"https://www.frontiersin.org/journals/sports-and-active-living/articles/10.3389/fspor.2026.1945033/pdf","source":{"id":"https://openalex.org/S4210180255","display_name":"Frontiers in Sports and Active Living","issn_l":"2624-9367","issn":["2624-9367"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["cwts-core","doaj","norway-1","poland-20","russia-white-list-2","vabb-shw"],"host_organization":"https://openalex.org/P4310320527","host_organization_name":"Frontiers Media","host_organization_lineage":["https://openalex.org/P4310320527"],"host_organization_lineage_names":["Frontiers Media"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Frontiers in Sports and Active Living","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[{"display_name":"Observational Study","id":"https://openalex.org/study-designs/observational-study"}],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7222601784.pdf","grobid_xml":"https://content.openalex.org/works/W7222601784.grobid-xml"},"referenced_works_count":23,"referenced_works":["https://openalex.org/W1791587663","https://openalex.org/W2003974255","https://openalex.org/W2006106393","https://openalex.org/W2058300759","https://openalex.org/W2100379340","https://openalex.org/W2146410840","https://openalex.org/W2168569455","https://openalex.org/W2622458265","https://openalex.org/W3125260974","https://openalex.org/W3140968022","https://openalex.org/W3170519485","https://openalex.org/W3189268839","https://openalex.org/W4225008554","https://openalex.org/W4385724764","https://openalex.org/W4391627216","https://openalex.org/W4404247394","https://openalex.org/W4406873496","https://openalex.org/W4407925001","https://openalex.org/W4409479919","https://openalex.org/W4411708908","https://openalex.org/W4413863809","https://openalex.org/W4417312569","https://openalex.org/W7133563673"],"related_works":["https://openalex.org/W4414213973","https://openalex.org/W6967574532","https://openalex.org/W4308209144","https://openalex.org/W4410878756","https://openalex.org/W7170293098","https://openalex.org/W4409410571","https://openalex.org/W4417123484","https://openalex.org/W7170188433","https://openalex.org/W7164373221","https://openalex.org/W7133563673"],"abstract_inverted_index":{"Introduction:":[0],"Despite":[1],"the":[2,16,39,62,85,91,94,150,153,164,180,184,211],"rapid":[3],"proliferation":[4],"of":[5,65,105,115,159,187],"artificial":[6],"intelligence":[7],"(AI)":[8],"technologies":[9],"in":[10,24,149,183,206],"sports":[11,56,189,207,226],"broadcasting,":[12],"empirical":[13,99,177],"evidence":[14],"validating":[15],"Technology":[17],"Acceptance":[18],"Model":[19],"(TAM)":[20],"and":[21,50,89,111,117,137,163,220],"experiential":[22,199],"outcomes":[23,200],"this":[25,35,67],"specific":[26],"context":[27],"remains":[28],"limited.":[29],"This":[30,173],"study":[31,68],"aims":[32],"to":[33,82,179],"address":[34],"gap":[36],"by":[37,196],"investigating":[38],"statistical":[40],"relationships":[41,151],"among":[42],"core":[43],"TAM":[44,181,194],"constructs,":[45],"usage":[46,126,129,142],"attitude,":[47],"behavioral":[48,135,203],"intention,":[49,169],"perceived":[51,103,109,113,118,138,161],"viewing-experience":[52,139,170],"enhancement":[53],"within":[54],"AI-based":[55],"broadcasting":[57,227],"services.":[58],"Methods:":[59],"Based":[60],"on":[61,124],"theoretical":[63],"framework":[64,182],"TAM,":[66],"collected":[69],"valid":[70],"data":[71],"from":[72],"630":[73],"Chinese":[74],"respondents.":[75],"Structural":[76],"equation":[77],"modeling":[78],"(SEM)":[79],"was":[80],"employed":[81],"quantitatively":[83],"test":[84],"hypothesized":[86],"research":[87,174],"model":[88],"examine":[90],"interrelationships":[92],"between":[93,152],"proposed":[95],"variables.":[96],"Results:":[97],"The":[98],"results":[100],"demonstrate":[101],"that":[102],"ease":[104,114,158],"use":[106,116],"positively":[107,132],"predicts":[108],"usefulness,":[110],"both":[112],"usefulness":[119],"exert":[120],"significant":[121],"positive":[122],"effects":[123],"users'":[125],"attitude.":[127],"Furthermore,":[128],"attitude":[130,143],"is":[131],"associated":[133],"with":[134],"intention":[136,204],"enhancement.":[140],"Notably,":[141],"plays":[144],"a":[145],"full":[146],"mediating":[147],"role":[148],"two":[154,165],"perceptual":[155],"antecedents":[156],"(perceived":[157],"use,":[160],"usefulness)":[162],"outcome":[166],"variables":[167],"(behavioral":[168],"enhancement).":[171],"Discussion:":[172],"contributes":[175],"context-specific":[176],"validation":[178],"emerging":[185],"domain":[186],"AI-driven":[188],"broadcasting.":[190],"It":[191],"extends":[192],"existing":[193],"literature":[195],"integrating":[197],"individual-level":[198],"alongside":[201],"traditional":[202],"indicators":[205],"media":[208],"consumption.":[209],"Practically,":[210],"findings":[212],"provide":[213],"actionable":[214],"insights":[215],"for":[216,224],"optimizing":[217],"user":[218],"experience":[219],"improving":[221],"service":[222],"design":[223],"AI":[225],"platforms.":[228]},"counts_by_year":[],"updated_date":"2026-11-02T09:45:03.842371","created_date":"2026-10-17T00:00:00"}