The Impact of Observability and Compatibility on Consumers' Attitudes Towards AI-Generated Sports Marketing Content and Its Effect on Purchase Intent

Document Type : Original Article

Authors

1 Assistant Professor of Sports Management; Department of Sports Management; Faculty of Physical Education and Sport Sciences; University of Tabriz; Tabriz; Iran

2 MSc. Student in Sport Management; Department of Sport Management; Faculty of Physical Education and Sport Sciences; University of Tabriz; Tabriz; Iran

10.22034/sms.2024.141529.1367

Abstract

In recent years, the integration of artificial intelligence (AI) across various industries has significantly transformed traditional practices, particularly in marketing. As sports marketing increasingly turns to AI-generated content, understanding the factors that influence consumer attitudes and purchase intentions becomes crucial for the effective utilization of this innovative technology. This article examines the impact of two key factors— observability and compatibility—of AI-generated sports marketing content on consumer attitudes and their purchase intentions. In today’s competitive world, understanding how this novel technology affects consumer behavior and how they interact with marketing content is of particular importance. Data was collected through a questionnaire using simple random sampling from sports consumers (n=300). A quantitative research method and structural equation modeling were employed, and the data were analyzed using SEM-Smart PLS TM3 software. The results indicated that observability and compatibility significantly influence consumer attitudes, which in turn affect purchase intentions. The robustness of the research model was confirmed through R2 and β values, emphasizing the importance of using innovative technologies in sports marketing. This article is one of the few studies focusing on the effects of AI-generated content in the sports industry and offers suggestions for improving sports marketing strategies.

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