Factors Influencing Willingness to Continue Using Online Sports Videos: Expansion Based on ECT and TPB Theoretical Models

Digital sports, also known as online sports, are a new form of sport that users have tried in recent years. Despite the rapid growth of online sports, the factors influencing users' willingness to sustain their use are currently unknown. Based on the theory of planned behavior (TPB) and expectation-confirmation theory (ECT), this study empirically investigates the factors influencing the persistent use of online sports videos. Questionnaires were administered to participants. A total of 305 participants completed the questionnaire. Structural equation modeling showed that all hypotheses' paths were significant, except for H11 and H12. The results indicated that perceived usefulness, expectation confirmation, and coach social presence had a significant positive effect on users' satisfaction in using online sports videos. Moreover, satisfaction, behavioral attitudes, subjective norms, and perceived behavioral control had a significant positive effect on users' willingness to consistently use online sports videos, with gender moderating the impact of satisfaction and behavioral attitudes on the willingness to consistently use. We discuss the practical implications and recommendations for applying this study's findings.