How do Fans perceive Innovation in the Sport Consumption Experience ? / Luca DE CIANCIO / 2022

Titre : How do Fans perceive Innovation in the Sport Consumption Experience ? Type de document : Mémoire Auteurs : Luca DE CIANCIO, Auteur Année de publication : 2022 Importance : 35 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management SPORT ; INTELLIGENCE ARTIFICIELLE ; TECHNOLOGIE ; CLIENT Résumé : Recently, there have been countless news reports mentioning the Blockchain, the Metaverse and Artificial Intelligence. On the one hand, the aim is to highlight their disruptive potential. On the other hand, the news is focused on the potential chaos towards which these technologies could lead us. The importance of perception is immediately understandable. If these technological innovations are so fascinating, it is because they open a whole range of new opportunities that could change our traditional way of doing things. One of these is the way we support our favorite athletes and teams at a sporting event.Indeed, through the many use cases of these technologies, the promise is made to spectators that they will no longer watch a match but that they will live it. Therefore, the more time passes, the more they are invited to make the leap into this new world with plenty of possibilities. This article aims to identify the current perception of fans on these new technologies through a quantitative study. The study reveals that there is no specific typology of fans that would necessarily be interested in an innovation regarding the spectator experience. Moreover, the study points out that perception is a matter of influence but that there is no link between the external influence of partnerships, with clubs or players, and an increase in interest for an innovative product for a fan typology. Indeed, perception is mainly subjective and only individual personalized content could positively change a perception towards a technology. Finally, the study reveals that there is a link between age and willingness to try new technologies or even the perception of ease of use. That’s why marketers need to keep this factor in mind when segmenting and targeting potential consumers. Educating consumers will be key to consumer adoption. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572745