INVESTIGATING THE FACTORS INFLUENCING ADOPTION INTENTIONS OF CHATGPT FOR SPORT EVENTS

The growing interest in artificial intelligence tools like ChatGPT has led to numerous studies examining its role in enhancing information access, decision-making, and task efficiency across various domains. This study investigates the key factors influencing the adoption of ChatGPT as a tool for engaging with and learning about sports events, which encompass diverse content, formats, and objectives. Specifically, the research explores the effects of perceived ease of use, perceived usefulness, attitude, and subjective norms on behavioral intention and word-of-mouth (WOM) as mechanisms for technology dissemination. Adopting a quantitative approach, the study employs survey research to test a conceptual framework linking these six variables. The findings reveal that perceived ease of use and perceived usefulness positively influence users' attitudes toward ChatGPT, which in turn shape their behavioral intention to use the technology for learning about sports events. Additionally, subjective norms significantly impact behavioral intention and directly contribute to word-of-mouth sharing. Behavioral intention further emerges as a crucial factor, strongly driving word-of-mouth recommendations. These results offer valuable insights for future research on ChatGPT, specifically within the context of sports events. Practical implications suggest that event organizers and technology developers should prioritize improving ChatGPT's usability and perceived benefits to enhance adoption and encourage positive dissemination through user recommendations.