Why disruptive sport competition technologies are used by amateur athletes? An analysis of vaporfly shoes with an UTAUT model

  1. de Andrés-Sanchez, Jorge
  2. de Torres-Burgos, Ferra
  3. Arias-Oliva, Mario
Journal:
Journal of sport and health research

ISSN: 1989-6239

Year of publication: 2023

Issue Title: Enero-Abril

Volume: 15

Issue: 1

Type: Article

DOI: 10.58727/JSHR.89629 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Journal of sport and health research

Abstract

Objectives: The Vaporfly tech by Nike (VFT) for road running shoes has supposed a disruption in distance running shoes. Academic research suggests that VFT improves performance, at least, in elite and sub-elite athletes. This paper assesses empirically factors influencing the acceptance of disruptive competition technologies, focusing on the perceptions about the VFT shoes by amateur athletes. Material and methods: We analyse a survey over 252 Spanish amateur athletes. Our research uses Unified Theory of Acceptance and Use of Technology (UTAUT), including ethical awareness of athlete that is measured by means of their judgement on moral equity (ME), and athlete income. Results: The proposed model explains almost half of the intention to use (IU) disruptive technologies by athletes in all regressions. Significant influential factors on IU are Easiness to Use (EU), Performance Expectancy (PE), perception on ME and Income level of the athlete. Surprisingly, Social Influence (SI) has a weak influence on the IU. Structural equation model fitted by means of partial least squares leads to similar results than Poisson regression. Discussion: This paper applies a theoretical framework that combines findings in consumer behaviour (UTAUT model) and moral equity dimension of a multiple ethical scale to explain intention to use VFT. Of course, proposed methodology can be used to evaluate a disruptive tech within the context of any other sport. Conclusions: These findings have important implications in the sport industry. As we expected and also has shown by reviewed literature linked to sport tech, conventional UTAUT has been revealed useful theoretical framework to explain the acceptance of disruptive sport competitive techs. But, in addition, ethical aspects also should be considered in their development.

Bibliographic References

  • Aksoy, N. C., Alan, A. K., Kabadayi, E. T., & Aksoy, A. (2020). Individuals' intention to use sports wearables: the moderating role of technophobia. International Journal of Sports Marketing and Sponsorship 21,2, 225-245. https://doi.org/10.1108/IJSMS-08-2019-0083
  • Angosto, S., García-Fernández, J., Valantine, I., & Grimaldi-Puyana, M. (2020). The intention to use fitness and physical activity apps: a systematic review. Sustainability, 12(16), 6641. https://doi.org/10.3390/ su12166641
  • Bae, J. S., Yeo, I. S., Im, B. G., Suh, K. B., & Won, D. Y. (2017). The effects of technology acceptance model (TAM) in sports field: A metaanalysis. Korean Journal of Sport Science, 28,1), 81-90.
  • Barnes, K. R., & Kilding, A. E. (2019). A randomized crossover study investigating the running economy of highly-trained male and female distance runners in marathon racing shoes versus track spikes. Sports Medicine, 49,2), 331-342. https://doi.org/10.1007/s40279-018-1012-3
  • Bisquerra Alzina, R., & Pérez Escoda, N. (2015). ¿Pueden las escalas Likert aumentar en sensibilidad?. REIRE. Revista d’Innovació i Recerca en Educació, 2015, vol. 8, num. 2, p. 129-147. / https://doi.org/10.1344/reire2015.8.2828
  • Byun, H., Chiu, W., & Bae, J. S. (2018). Exploring the adoption of sports brand apps: An application of the modified technology acceptance model. International Journal of Asian Business and Information Management (IJABIM), 9,1), 52-65.
  • Dyer, B. (2015). The controversy of sports technology: a systematic review. SpringerPlus, 4,1), 1-12. DOI: 10.1186/s40064-015-1331-x
  • Dyer, B. (2020). A pragmatic approach to resolving technological unfairness: The case of Nike’s Vaporfly and Alphafly running footwear. Sports Medicine-Open, 6, 1-10. https://doi.org/10.1186/s40798-020-00250-1.
  • Ferreira-Barbosa, H. F., García-Fernández, J., Pedragosa, V., & Cepeda-Carrion, G. (2021). The use of fitness centre apps and its relation to customer satisfaction: a UTAUT2 perspective. International Journal of Sports Marketing and Sponsorship. https://doi.org/10.1108/IJSMS-01-2021-0010
  • Fuller, J. T., Bellenger, C. R., Thewlis, D., Tsiros, M. D., & Buckley, J. D. (2015). The effect of footwear on running performance and running economy in distance runners. Sports medicine, 45,3, 411-422.
  • Guinness, J., Bhattacharya, D., Chen, J., Chen, M., & Loh, A. (2020). An Observational Study of the Effect of Nike Vaporfly Shoes on Marathon Performance. arXiv preprint arXiv:2002.06105
  • Hair J.F., Sarstedt, M., Hopkins, L., Kuppelwieser, V.G. (2014). Partial least squares structural equation modeling (PLSSEM): An emerging tool in business research. European business review 26,2, 106-121. https://doi.org/10.1108/EBR-10- 2013-0128
  • Hébert-Losier, K., Finlayson, S. J., Driller, M. W., Dubois, B., Esculier, J. F., & Beaven, C. M. (2021). Metabolic and performance responses of male runners wearing 3 types of footwear: Nike Vaporfly 4%, Saucony Endorphin racing flats, and their own shoes. Journal of Sport and Health Science. https://doi.org/10.1016/j.jshs.2020.11.012
  • Hoogkamer, W., Kipp, S., & Kram, R. (2019b). The biomechanics of competitive male runners in three marathon racing shoes: a randomized crossover study. Sports Medicine, 49,1, 133-143. https://doi.org/10.1007/s40279-018-1024-z
  • Hoogkamer, W., Kipp, S., Frank, J. H., Farina, E. M., Luo, G., & Kram, R. (2018b). A comparison of the energetic cost of running in marathon racing shoes. Sports Medicine, 48,4, 1009-1019. https://doi.org/10.1007/s40279-017-0811-2
  • Hoogkamer, W., Kram, R., & Arellano, C. J. (2017). How biomechanical improvements in running economy could break the 2-hour marathon barrier. Sports Medicine, 47,9, 1739-1750. https://doi.org/10.1007/s40279- 017-0708-0
  • Hoogkamer, W., Snyder, K. L., & Arellano, C. J. (2019a). Reflecting on Eliud Kipchoge’s marathon world record: an update to our model of cooperative drafting and its potential for a sub-2-hour performance. Sports Medicine, 49,2, 167- 170. https://doi.org/10.1007/s40279-019- 01056-2
  • Hunter, I., McLeod, A., Valentine, D., Low, T., Ward, J., & Hager, R. (2019). Running economy, mechanics, and marathon racing shoes. Journal of Sports Sciences, 37,20, 2367-2373. https://doi.org/10.1080/02640414.2019.1633 837
  • Hutchinson, A. (2018). How Do Nike’s Vaporfly 4% Shoes Actually Work?. Outside. November, 2018. https://www.outsideonline.com/2367961/ho w-do-nikes-vaporfly-4-shoes-actually-work
  • Ibrahim, H. (2014). Technology acceptance model: Extension to sport consumption. Procedia Engineering, 69, 1534-1540. https://doi.org/10.1016/j.proeng.2014.03.152
  • Jiménez, C. (2020). Los atletas españoles nos cuentan qué opinan sobre las polémicas zapatillas Vaporfly de Nike. Runnersworld Magazine. https://www.runnersworld.com/es/zapatillascorrer-material-deportivo/a30671771/atletasopinion-zapatillas-nike-vaporfly/
  • Jung, I. (2009). Ethical judgments and behaviors: Applying a multidimensional ethics scale to measuring ICT ethics of college students. Computers & Education, 53,3, 940-949. https://doi.org/10.1080/10508422.2012.6729 07
  • Kim, T., & Chiu, W. (2019). Consumer acceptance of sports wearable technology: The role of technology readiness. International Journal of Sports Marketing and Sponsorship. 20,1):109-126. DOI: 10.1108/IJSMS-06-2017-0050
  • Kim, Y. J., & Jang, K. R. (2016). Customers intention to use sport O2O services: Application of extended technology acceptance model. Korean Journal of Sport Management, 21,6, 1-14. https://doi.org/10.20878/cshr.2017.23.7.011
  • Kim, Y., Kim, S., & Rogol, E. (2017). The effects of consumer innovativeness on sport team applications acceptance and usage. Journal of Sport Management, 31,3, 241-255. https://doi.org/10.1123/jsm.2015-0338
  • Kunz, R. E., & Santomier, J. P. (2019). Sport content and virtual reality technology acceptance. Sport, Business and Management: An International Journal. 10. 1, 83-103. https://doi.org/10.1108/SBM-11- 2018-0095
  • Kuzma, C. (2020) Will Magic Shoes Work for You?. Runnersworld magazine. https://www.runnersworld.com/gear/a310270 15/will-magic-shoes-work-for-you/
  • Larner, B. (2020). Coming Down From Hakone This Year's Race in the Cold, Hard Light of Day. Japan Running News: 11/01/2020. http://japanrunningnews.blogspot.com/2020/ 01/coming-down-from-hakone-this-yearrace.html
  • Lee, S. J., Jeon, I. K. (2014). A Study on the Effect of Consumer’s Innovation on Sport Wearable Products: Focused on Technology Acceptance Model (TAM). Korean Journal of Sport Management, 19,1, 95-108.
  • Leonard, L. N. & Jones, K. (2017). Ethical awareness of seller’s behavior in consumerto-consumer electronic commerce: Applying the multidimensional ethics scale. Journal of Internet Commerce, 16,2, 202-218.
  • Littlejohns, R., Gouthro, M. B., & Dickinson, J. (2019). Runners’ engagement and social support practices: exploring the uses and role of online activities. Sport in Society, 22, 12, 2243-2260. https://doi.org/10.1080/17430437.2019.1571486
  • Mahan III, J. E., Seo, W. J., Jordan, J. S., & Funk, D. (2015). Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction. Sport Management Review, 18,2, 182-192. https://doi.org/10.1016/j.smr.2014.02.006
  • McGuire J. (2020). They’re not just race shoes. Nike’s VP of footwear innovation says of the Alphaflys.; https://www.runnersworld.com/uk/gear/shoes/a31240752/what-nike-say-alphafly/
  • Mohammadi, S., & Isanejad, O. (2018). Presentation of the extended technology acceptance model in sports organizations. Annals of Applied Sport Science, 6,1, 75-86. http://aassjournal.com/article-1-503-en.html
  • Muniz-Pardos, B., Sutehall, S., Angeloudis, K., Guppy, F. M., Bosch, A., & Pitsiladis, Y. (2021). Recent Improvements in Marathon Run Times Are Likely Technological, Not Physiological. Sports Medicine, 1-8. https://doi.org/10.1007/s40279-020-01420-7
  • Murata, K., Arias-Oliva, M., & PelegrínBorondo, J. (2019). Cross-cultural study about cyborg market acceptance: Japan versus Spain. European Research on Management and Business Economics, 25,3, 129–137. https://doi.org/10.1016/j.iedeen.2019.07.003.
  • Ndayizigamiye, P., Kante, M., & Shingwenyana, S. (2020). An adoption model of mHealth applications that promote physical activity. Cogent Psychology, 7,1, 1764703. https://doi.org/10.1080/23311908.2020.1764 703
  • Olarte-Pascual, C.,Pelegrín-Borondo, J., Reinares-Lara, E.; Arias-Oliva, M. (2021). From wearable to insideable: Is ethical judgment key to the acceptance of human capacity-enhancing intelligent technologies? Computers in Human Behavior, 114, 106559. https://doi.org/10.1016/j.chb.2020.106559
  • Pelegrín-Borondo, J., Arias-Oliva, M., Murata, K., & Souto-Romero, M. (2020). Does ethical judgment determine the decision to become a cyborg?. Journal of Business Ethics, 161,1, 5-17. https://doi.org/10.1007/s10551-018-3970-7
  • Pelegrin-Borondo, J., Reinares-Lara, E., & Olarte-Pascual, C. (2017). Assessing the acceptance of technological implants (the cyborg): Evidences and challenges. Computers in Human Behavior, 70, 104-112. https://doi.org/10.1016/j.chb.2016.12.063
  • Quealy, K.; Katz, K. (2018) Nike Says Its $250 Running Shoes Will Make You Run Much Faster. What if That’s Actually True? The New York Times. 8th July, 2018. https://www.nytimes.com/interactive/2018/0 7/18/upshot/nike-vaporfly-shoe-strava.html
  • Reidenbach, R. E., & Robin, D. P. (1990). Toward the development of a multidimensional scale for improving evaluations of business ethics. Journal of Business Ethics, 9,8, 639–653. https://doi.org/10.1007/BF00383391
  • Reyes-Mercado, P. (2018). Adoption of fitness wearables: Insights from partial least squares and qualitative comparative analysis. Journal of Systems and Information Technology. 20,1):103-127- DOI: 10.1108/JSIT-04-2017-0025.
  • Richard, R., Issanchou, D., & Ferez, S. (2020). Fairness, Regulation of Technology and Enhanced Human: A Comparative Analysis of the Pistorius Case and the Cybathlon. Sport, Ethics and Philosophy, 1- 15. https://doi.org/10.1080/17511321.2020.1818 278
  • Ross, T. (2020). Running shoe tech: The Emperor’s clothes, and the issues for the integrity of running. The Science of Sport, February 2020. https://sportsscientists.com/2020/02/runningshoe-tech-the-emperors-clothes-and-theissues-for-the-integrity-of-running /
  • Sailors, P. R. (2009). More than a pair of shoes: Running and technology. Journal of the Philosophy of Sport, 36,2, 207-216. https://doi.org/10.1080/00948705.2009.9714 757
  • Sharper, S.(2020). Nike ZoomX Vaporfly Next% Review Pro’s & Cons. Multisportsmojo https://multisportmojo.com/2019-nikezoomx-vaporfly-next-review-pros-cons/
  • Shawver, T. J., & Sennetti, J. T. (2009). Measuring ethical sensitivity and evaluation. Journal of Business Ethics, 88,4, 663–678. https://doi.org/10.1007/s10551-008-9973-z.
  • Talukder, M. S., Chiong, R., Bao, Y., & Malik, B. H. (2019). Acceptance and use predictors of fitness wearable technology and intention to recommend. Industrial Management & Data Systems. 119, 1, 170- 188. https://doi.org/10.1108/IMDS-01-2018- 0009
  • Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the Technology Acceptance Model: Four longitudinal field studies. Management Science, 46, 186–204. https://doi.org/10.1287/mnsc.46.2.186.1192.
  • Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478. https://doi.org/10.2307/30036540
  • Venkatesh, V.; Thong, J.Y.L.; Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. Mis Q., 36, 157–178, doi:10.2307/41410412.
  • Vermeulen, E., Grobbelaar, S. S., & Botha, A. (2021). Conceptualising a systems thinking perspective in sport studies. Theoretical Issues in Ergonomics Science, 22,2, 161-177. https://doi.org/10.1080/1463922X.2020.1788 662
  • Woodward, A. (2020). Nike's controversial Vaporfly shoes are helping runners set new records, but some think it's 'technology doping.' Here's how they work. Insider, January 2020. https://www.businessinsider.com/why-nikevaporfly-shoes-make-runners-faster-2019-11
Data source: Dialnet