Akademik Veri Yönetim Sistemi
INTERNATIONAL JOURNAL OF SPORTS MARKETING & SPONSORSHIP, 2025 (SSCI)
PurposeThe purpose of this study was to examine the impact of ChatGPT adoption on consumers' soccer betting behavior, with a particular focus on behavioral intention and word of mouth, by applying the technology acceptance model (TAM) and the theory of reasoned action (TRA).Design/methodology/approachA cross-sectional survey design was employed to collect data from 418 soccer bettors in Eskisehir, T & uuml;rkiye. The study utilized a structured questionnaire with validated measures adapted to the context of ChatGPT adoption in soccer betting. Structural equation modeling was conducted to test the hypothesized relationships among the constructs.FindingsThe findings revealed that perceived ease of use significantly influenced both perceived usefulness and attitude, while perceived usefulness also positively affected attitude. Attitude and subjective norms emerged as strong predictors of behavioral intention. Interestingly, perceived usefulness did not directly affect behavioral intention but instead exerted an indirect effect through attitude as the mediator. Additionally, word of mouth was significantly influenced by subjective norms and behavioral intention, highlighting the importance of social influence in promoting ChatGPT adoption within the soccer betting community.Originality/valueTheoretically, this study extends the application of TAM and TRA by examining behavioral intention and word of mouth in the context of AI adoption, specifically ChatGPT, among soccer bettors. Practically, the findings provide valuable insights for AI developers, offering actionable strategies to enhance user adoption and effectively promote AI innovations within the rapidly evolving soccer betting market.