Factors Influencing Experience and Consumption Intention of Membrane Structure Sports Stadiums: An UTAUT Model Analysis

Membrane structure sports stadiums, characterized by high strength, high formability, and distinctive architectural expression, represent an emerging direction in contemporary sports architecture. This study investigates how perceived relative advantage, green value, perceived gain, and social influence affect consumers’ intentions to experience and consume in membrane structure sports stadiums, with particular attention to the mediating role of perceived usefulness. Drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT) as the theoretical framework, questionnaire data were collected and empirically tested using structural equation modeling. The results indicate that perceived relative advantage, green value, perceived gain, and social influence have significant positive effects on experience and consumption intention, and that perceived usefulness plays a significant mediating role in these relationships. The study clarifies the mechanisms through which these factors shape intention in the context of membrane structure sports stadiums and offers theoretical and empirical support for their promotion and development.