WHY DISRUPTIVE SPORT COMPETITION TECHNOLOGIES ARE USED BY AMATEUR ATHLETES? AN ANALYSIS OF VAPORFLY SHOES WITH AN UTAUT MODEL

Abstract

Objectives: The Vaporfly tech (VFT) for road running shoes has supposed a disruption in distance running shoes. Academic research suggests that VFT improves performance, at least, in elite and sub-elite athletes. This paper assesses empirically factors influencing the acceptance of disruptive competition technologies, focusing on the perceptions about the VFT shoes by amateur athletes. Material and methods: We analyse a survey over 252 Spanish amateur athletes (214 men and 38 women). Our research uses Unified Theory of Acceptance and Use of Technology (UTAUT), including ethical awareness of athletes that is measured by means of their judgement on moral equity (ME), and athlete income. Results: The proposed model explains almost half of the intention to use (IU) disruptive technologies by athletes. Adjusted structural equation model (SEM) shows that significant influential factors on IU are easiness expectation whose path coefficient (pc) is 0.467 (p<0.01), performance expectancy (pc=0.203, p<0.05), perception on ME (pc=0.298, p<0.01) and athlete's income (pc=0.123, p<0.01). Surprisingly, social influence has a weak influence on the IU. Similar results are attained with Poisson regression. Discussion: This paper applies a theoretical framework that combines findings in consumer behaviour (UTAUT model) and moral equity dimension of a multiple ethical scale to explain intention to use VFT. Of course, proposed methodology can be used to evaluate a disruptive tech within the context of any other sport. Conclusions: Findings have important implications in the sport industry. As we expected and also has shown by reviewed literature linked to sport tech, conventional UTAUT has been revealed useful theoretical framework to explain the acceptance of disruptive sport techs in the competitive arena. In addition, ethical aspects also should be considered in their development.