ScholarWorks@중앙대학교

초록

The purpose of this study is to clarify how consumers’ perceived value (usefulness, expertise, enjoyment, reliability) and sacrifice factors (innovation resistance, interaction desire) influence their acceptance intention (continuous purchase intention and continuous use intention) toward online sports service quality (service quality), based on the Value-Based Acceptance Model (VAM) theory. An online survey was conducted targeting 100 individuals with experience participating in (purchasing) online sports betting for the purpose of this study. The collected data was analyzed using SPSS statistical software. The main conclusions derived from the research findings are as follows. First, the effects of benefits such as utility, expertise, enjoyment, and trustworthiness on perceived value were confirmed to be positive. Second, the impact of sacrifice—specifically, innovation resistance and interaction desire—on perceived value was found to be significant. Third, the effects of psychological resistance and interaction resistance on perceived value were significant. Fourth, analysis of the effects on adoption intention (continuous purchase intention, continuous use intention) revealed that enjoyment and usefulness exerted influence. In other words, the quality of the ‘online sports toto’ service affects consumers’ value adoption, which in turn influences consumer satisfaction. ‘Enjoyment’ and ‘usefulness’ suggest a positive effect on continuance intention. Therefore, enhancing immersive elements like game fun can be considered key to acceptance intention.

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