Sports NFT adoption intentions among prospective non-users: UTAUT2 antecedents in an emerging digital asset market

Purpose This study examines adoption intentions for sports non-fungible tokens (NFTs) using the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) as an analytical framework. Specifically, it investigates how established technology adoption constructs operate in the context of blockchain-enabled, fan-oriented digital assets among prospective non-users. Design/methodology/approach Survey data were collected from 350 prospective sports NFT non-adopters. Structural equation modeling (SEM) was employed to test the influence of six UTAUT2 constructs—performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, and price value—on behavioral intention. Habit was excluded due to the non-adopter sample. Findings Effort expectancy (β = 0.257, p = 0.010), facilitating conditions (β = 0.234, p = 0.048), and hedonic motivation (β = 0.296, p = 0.023) positively predicted behavioral intention, underscoring the importance of perceived usability, institutional support, and experiential appeal. Performance expectancy demonstrated a significant negative relationship (β = −0.254, p = 0.010), suggesting that strong functional expectations may generate skepticism in speculative digital asset markets. Social influence approached significance, while price value was not significant. Overall, prospective adopters prioritized emotional engagement and ease of interaction over economic considerations or normative pressures. Originality/value This study extends UTAUT2 to an emerging sport technology context and demonstrates how traditional adoption mechanisms recalibrate when applied to symbolic, blockchain-enabled fan assets. It contributes to sport management and technology adoption literature by highlighting the distinct motivational structure underlying early-stage sports NFT adoption.