Document Type : Original research papers
Authors
1
Department of Sport Management, Sport Sciences Faculty, University of Guilan, Rasht, Iran.
2
Department of Sport Management, Sport Sciences Faculty, University of Guilan, Rasht, Iran
3
Department of Sports Sciences, Faculty of Literature and Humanities, Lorestan University, Khorramabad, Iran
10.22098/jast.2025.17265.1414
Abstract
Introduction: With the advancement of technology in the sports industry, achieving economic sustainability in key processes such as ticketing remains a significant challenge. Digital technologies, including electronic ticketing and blockchain, offer opportunities to enhance transparency, reduce costs, and improve efficiency. However, user adoption and technical complexities pose barriers to realizing these benefits.
Objectives: This study aims to investigate the simultaneous role of technology acceptance factors and blockchain capabilities in achieving economic sustainability within the context of digital ticketing in the Iranian Premier Football League.
Material and Methods: The study population comprised managers and experts associated with the Iranian Premier Football League, selected through purposive and convenience sampling (N=184). Data were collected using standardized questionnaires on technology acceptance factors, blockchain capabilities, and economic sustainability. The validity of the questionnaires was confirmed by eight sports management professors, and reliability was assessed using Cronbach’s alpha and composite reliability. Descriptive statistics were analyzed using SPSS version 27, and structural equation modeling was performed with Smart PLS version 3.2.
Results: The results indicated that adoption intention for digital ticketing had a positive and significant effect on economic sustainability (β=0.209, t=2.726). Blockchain capabilities positively and significantly influenced both adoption intention for digital ticketing (β=0.186, t=2.771) and economic sustainability (β=0.574, t=8.369). Complexity positively affected perceived ease of use (β=0.616, t=12.265). Extrinsic motivation and perceived usefulness significantly influenced adoption intention for digital ticketing (β=0.351, t=5.748; β=0.369, t=5.352). However, perceived ease of use had no significant effect on adoption intention (β=0.05, t=0.649, p=0.517). Relative advantage significantly impacted perceived usefulness (β=0.565, t=10.573).
Discussion and Conclusion: The findings highlight that successful implementation of innovative technologies like blockchain in the sports industry requires addressing both technical aspects and user perceptions. Blockchain capabilities and technology acceptance factors are critical drivers of economic sustainability in digital ticketing. Future strategies should focus on enhancing user motivation and simplifying technology use to maximize adoption and sustainability.
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