线上体育观赛中AI技术应用的用户接受行为研究OACHSSCD

Online sports viewing has become one of the daily habits for many sports enthusiasts,and the integration of artificial intelligence(AI)technology has profoundly transformed online sports viewing methods and user experiences.This study adopts a qualitative research approach to examine the factors influencing users'acceptance behavior toward AI-powered online sports viewing and the underlying mechanisms.The findings reveal that users'acceptance behavior is jointly influenced by five key factors:cognitive acceptance,emotional experience,technological features,social context,and individual traits.Among these,cognitive acceptance serves as the prerequisite for acceptance behavior,emotional experience acts as the internal driving force,technological features provide the material foundation,social context functions as the external motivator,and individual traits exert differentiated impacts.Based on these insights,this study proposes practical strategies to promote positive transformation in users'acceptance behavior:lowering cognitive barriers and enhancing perceived user value;optimizing emotional experiences to strengthen emotional engagement;innovating communication methods to activate social interaction;and recognizing individual differences to meet diverse user needs.