How does the adoption of ChatGPT influence soccer betting? A reasoned action perspective

Halime Dinç, Paak Phantumabamrung, Hüseyin Çevik, Bülent Gürbüz, Barkın Serhat Yeşiltepe, Metin Argan, James J. Zhang
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Abstract

Purpose

The purpose of this study was to examine the impact of ChatGPT adoption on consumers’ soccer betting behavior, with a particular focus on behavioral intention and word of mouth, by applying the technology acceptance model (TAM) and the theory of reasoned action (TRA).

Design/methodology/approach

A cross-sectional survey design was employed to collect data from 418 soccer bettors in Eskisehir, Türkiye. The study utilized a structured questionnaire with validated measures adapted to the context of ChatGPT adoption in soccer betting. Structural equation modeling was conducted to test the hypothesized relationships among the constructs.

Findings

The findings revealed that perceived ease of use significantly influenced both perceived usefulness and attitude, while perceived usefulness also positively affected attitude. Attitude and subjective norms emerged as strong predictors of behavioral intention. Interestingly, perceived usefulness did not directly affect behavioral intention but instead exerted an indirect effect through attitude as the mediator. Additionally, word of mouth was significantly influenced by subjective norms and behavioral intention, highlighting the importance of social influence in promoting ChatGPT adoption within the soccer betting community.

Originality/value

Theoretically, this study extends the application of TAM and TRA by examining behavioral intention and word of mouth in the context of AI adoption, specifically ChatGPT, among soccer bettors. Practically, the findings provide valuable insights for AI developers, offering actionable strategies to enhance user adoption and effectively promote AI innovations within the rapidly evolving soccer betting market.

采用ChatGPT对足球博彩有何影响?理性行动视角
本研究的目的是通过应用技术接受模型(TAM)和理性行为理论(TRA)来研究ChatGPT的采用对消费者足球博彩行为的影响,特别关注行为意图和口碑。设计/方法/方法采用横断面调查设计来收集来自基耶省埃斯基谢希尔的418名足球投注者的数据。该研究采用了结构化的问卷调查,并采用了经过验证的措施,以适应ChatGPT在足球博彩中采用的背景。采用结构方程模型对构念之间的假设关系进行检验。结果发现,感知易用性对感知有用性和态度都有显著影响,而感知有用性对态度也有正向影响。态度和主观规范成为行为意向的有力预测因子。有趣的是,感知有用性并不直接影响行为意图,而是通过态度作为中介产生间接影响。此外,口碑受主观规范和行为意向的显著影响,突出了社会影响在促进ChatGPT在足球博彩社区采用方面的重要性。原创性/价值从理论上讲,本研究通过研究人工智能采用背景下的行为意图和口碑(特别是ChatGPT),扩展了TAM和TRA的应用。实际上,这些发现为人工智能开发者提供了有价值的见解,提供了可操作的策略,以提高用户的采用率,并在快速发展的足球博彩市场中有效促进人工智能创新。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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