What Determines Attitude and Intention Toward Continuous Usage of Fantasy Cricket Apps? Evidence From Cricket-Loving Country

The present study aims to examine the determinants of users’ attitude and behavioral intention (BI) toward continuous usage of fantasy cricket apps (FCA) based on the theory of planned behavior (TPB) as a research framework. Applying a non-probabilistic sampling technique, the survey data was collected through a structured questionnaire circulated to 320 users of fantasy cricket apps (FCA), just after Indian Premier League season 17, but during International Cricket Council Men’s T20 World Cup 2024, held in June 2024. The findings reveal that monetary gain has emerged as the leading determinant of forming users’ attitude towards using FCA, followed by knowledge, cricket fandom, and celebrity trustworthiness. Notably, users’ behavioral intention (BI) towards continuous usage of FCA is majorly determined by attitude, followed by perceived behavioral control and subjective norms. Results have also shown that users’ attitude mediates the relationship of cricket fandom, celebrity trustworthiness, knowledge, and monetary gain with their BI towards continuously using FCA. This study offers an important theoretical contribution to the literature of fantasy sport and also provides several managerial implications to gaming app companies, which help them understand what drives users’ attitude and BI toward continuous usage of FCA and make appropriate strategies encouraging sports fans to use FCA and play fantasy cricket continuously and entertaining themselves.