Relationship Between Technology Adoption and Event Sponsorship in Technology-Adopted Events

Technology advancement and adoption can affect organizations and industries in different dimensions and spectrums. Technology acceptance is evident through innovative solutions in the events industry, such as virtual and hybrid event delivery modes. However, technology shifts could adversely affect the outcomes of event sponsorships. The problem was the lack of understanding of technology adoption effects on events sponsorships, limiting events professionals in developing effective techniques. This quantitative nonexperimental correlational study involved adopting the technology acceptance model (TAM) to examine the correlation between the predictor variables perceived usefulness (PU), perceived ease of use (PEU), and behavior intention (BI) and the outcome variable usage behavior (UB) by events sponsors given virtual and hybrid event delivery modes. This study addressed the research question by testing the hypotheses of the correlation between the variables. Data from the web-based TAM questionnaire included information from 120 decision-makers familiar with virtual and hybrid event delivery modes in U.S.-based organizations. Data analysis included regression analysis, and univariate analysis of variance. The results showed that PU, PEU, and BI were statistically significant factors affecting UB to sponsor virtual or hybrid events. The combined effects of age, gender, and education could also affect UB. The results suggested that technology-adopted events affect event sponsorship. The results support positive social change by providing empirical findings to equip the events industry to form effective strategies to promote sponsorship, event success, business performance, and overall sustainability.