沈阳体育学院学报2026，Vol.45Issue(4)：72-78,100,8.DOI:10.12163/j.ssu.20260181
线上体育观赛中AI技术应用的用户接受行为研究
User Acceptance Behavior of AI Technology Applications in Online Sports Viewing
摘要
Abstract
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.关键词
人工智能/AI体育观赛/用户接受行为/技术感知/用户观赛体验Key words
AI/AI sports viewing/user acceptance behavior/technology perception/user viewing experience分类
社会科学引用本文复制引用
杨颖,李岭涛..线上体育观赛中AI技术应用的用户接受行为研究[J].沈阳体育学院学报,2026,45(4):72-78,100,8.基金项目
国家社会科学基金重大项目"人工智能生产内容对舆论生态的挑战、影响与治理研究"(24&ZD215). （24&ZD215）
