Consumer adoption of artificially intelligence-supported devices for sports services: an empirical validation

PurposeThis study empirically tests the Artificially Intelligent Device Use Acceptance Model in the context of sports services.Design/methodology/approachThe model was tested using partial least squares structural equation modeling on data from 105 users.FindingsWe found that emotions towards artificially intelligence (AI)-supported devices predict the intention to use these devices but not objection behavior. Consumers' appraisal of AI anthropomorphism does not significantly impact performance or effort expectancies.Research limitations/implicationsThe main limitation is the relatively small sample size. The tested model is partially validated, and we identify new variables to extend the model. We contribute to the controversial literature on using AI to replace human agents in service delivery.Practical implicationsThis research aids organizations in refining their investment and diffusion strategies for AI-supported devices.Originality/valueThese findings extend the literature by validating an AI-specific theoretical model for sports services, providing insights for enhancing AI-supported device adoption strategies.