Consumer adoption of virtual reality for spectator sport: an adopter categorization based on the diffusion of innovation and uses and gratification theories

Purpose The purpose of this study is to (1) identify the factors that affect the adoption of virtual reality (VR) for spectator sports, (2) examine the differences in the factors among the four adopter categories (i.e. continuers, discontinuers, potentials and resistors) and (3) determine whether these factors are useful for discriminating among the adopter categories, based on the “diffusion of innovation” and “uses and gratification” theories. Design/methodology/approach In total, 216 participants were included in the analysis. Logistic regression and multiple analyses of variance were conducted to identify the factors that affect the adoption of VRS and examine the differences in the factors between adopter and non-adopter as well as between the continuers, discontinuers, potentials and resistors. Findings This study found that actualized innovativeness, complexity, companionship and gender significantly affect user adoption of VR for spectator sports. There were significant differences in the factors among the four adopter categories. The factors were also useful in discriminating between the four adopter categories. Originality/value This study highlights how individuals embrace emerging technologies differently based on their adopter category characteristics. From a marketing perspective, the insights gained from this study can inform the development of targeted strategies, campaigns and user experiences for VR spectator sports (VRS). This approach promises new revenue streams for the spectator sport industry and offers solutions to challenges like declining viewership and digital marginalization. It underscores the potential success of VR technology in transforming the spectator sport industry.