Abstract
Artificial intelligence (AI) has recently been introduced as a new way of analyzing and predicting sport consumer behavior. The goal of this study was to investigate the relationships among the perceived usefulness, perceived ease of use, the importance of exercise, attitudes towards use, and the behavioral intention to use AI services based on the technology adoption model. The authors recruited 408 participants who participated in an experiment designed to provide a deeper understanding of AI fitness services. After screening, the collected data were screened through assumption tests, and we conducted a confirmatory factor analysis and structural equation modeling to analyze research hypotheses. The results indicated that three types of consumer evaluations (i.e., perceived usefulness, perceived ease of use, and importance of exercise) positively influence their attitudes toward AI fitness services. In addition, the positive attitudes regarding AI services positively influenced the intention to use AI services. The results of this research contribute to our knowledge of the consumers' attitudes and behaviors toward AI services in the sport industry based on the technology acceptance model. Furthermore, this study provided the empirical evidence critically needed to increase our understanding of AI in the sport industry and offered new insights into how sport facility managers can predict their consumers' intention to use AI services.