Structural relationship between perceived value, subject norms, consumer satisfaction, and intention to continue using virtual reality for sports viewing

Abstract

This study investigates the factors that influence sports audiences’ sustained use of virtual reality (VR) during the COVID-19 pandemic. A survey was conducted among sports viewers in the Southwest region, and data were analyzed using correlation and structural equation modeling. The results indicate that perceived value significantly enhances subjective norms and consumer satisfaction, both of which positively impact the intention to continue using VR for sports viewing. These findings provide crucial insights into how perceived value, subjective norms, and consumer satisfaction drive the continued adoption of VR in sports, offering strategic implications for enhancing audience engagement within the industry.