Sport Fans’ Adoption of a Mixed Reality Headset: Extending the Technology Acceptance Model with Team Identification

This study investigates the factors that influence sport fans’ intentions to purchase a mixed reality headset, specifically the Apple Vision Pro. A cross-sectional survey of 272 US-based sport fans was conducted via Prolific Academic. Structural equation modeling was used to test a conceptual model integrating the technology acceptance model (TAM) with six dimensions of team identification (TID). Private evaluation and public evaluation (dimensions of TID) had indirect positive effects on purchase intention via perceived usefulness, perceived ease of use, and attitude. Attitude mediated the relationship between TAM constructs and purchase intention. Findings highlight the importance of social and emotional identity in shaping sport fans’ adoption of mixed reality technologies. By demonstrating that fan identity influences core TAM belief constructs, the study offers theoretical and practical insights for promoting emerging fan engagement technologies.