The Relationship among Service Value, Trust, and Psychological Responses in the Application of Artificial Intelligence in Sports: Athletes with Experience in the ABS (Automatic Ball-Strike System)

The purpose of this study was to investigate relationship among service value, trust, and psychological responses in the application of AI(Artificial Intelligence) in sports. The study participants selected for this study consist of 295 baseball players who have experienced AI assisted systems in sports. The data processing methods included frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation modeling. The findings derived from the objective and method of this study are as follows. First, social value was identified as a factor influencing trust. Second, social value was found to influence both cognitive and emotional responses, while emotional value was identified as a factor affecting emotional responses. Third, trust was identified as a factor influencing both cognitive and emotional responses. AI assisted systems in sports place greater emphasis on the collective social perception of sports teams than the value assessed by players. Additionally, it seems cooperation and effort from sports stakeholders will be necessary for the efficient utilization of artificial intelligence systems.