Exploring the adoption of mixed-reality sport platforms: A qualitative study on Zwift

Westmattelmann D, Grotenhermen J-G, Stoffers B, Schewe G


Abstract
A novel type of application is presently advancing the digitalisation of sports by transferring physical performance into a virtual world, enabling users to compete and exercise together online. Nevertheless, mass adoption remains a significant challenge. We focus on the running and cycling application ZWIFT, which has received considerable attention as an exemplary mixed-reality sport (MRS) platform. To illuminate adoption factors, we conducted interviews with 22 (non-)users of ZWIFT (including professional cyclists), and apply qualitative content analysis based on the multi-level framework of technology acceptance and use. We refine the UTAUT2 model and define individual-level (e.g., realism, sports identification, task purpose) and higher-level (e.g., weather, values of sport, cheating) context factors and new outcome phenomena (e.g., social network size). Our findings advance the literature on the acceptance of mixed-reality applications in the context of sports, and provide a foundation for further research. Moreover, guidelines for fostering MRS adoption are provided.

Keywords
Technology adoption; Mixed-reality; Virtual interaction; Sports digitalisation; Qualitative content analysis



Publication type
Forschungsartikel in Sammelband (Konferenz)

Peer reviewed
Yes

Publication status
Published

Year
2021

Conference
29th European Conference on Information Systems (ECIS 2021)

Venue
Marrackech, Morocco (Virtual)

Language
English