A whole new ball game: Fan perceptions of augmented reality enhanced sport broadcasts

作者：

Highlights：

• Sport broadcasts are adding augmented reality, this study assessed consumer impact.

• Traditional & AR broadcasts were examined through a between-subjects experiment.

• Significant differences were found between the broadcast modes.

• Sport fans were likely to re-view and speak favorably of AR enhanced broadcasts.

• AR coach mode was received more favorably than AR mascot mode.

摘要

•Sport broadcasts are adding augmented reality, this study assessed consumer impact.•Traditional & AR broadcasts were examined through a between-subjects experiment.•Significant differences were found between the broadcast modes.•Sport fans were likely to re-view and speak favorably of AR enhanced broadcasts.•AR coach mode was received more favorably than AR mascot mode.

论文关键词：Augmented reality,Broadcasting,Technology,Sport,Marketing,Consumer behavior

论文评审过程：Received 28 March 2021, Revised 16 May 2022, Accepted 5 July 2022, Available online 15 July 2022, Version of Record 7 August 2022.

论文官网地址：https://doi.org/10.1016/j.chb.2022.107388