Digitala hästkrafter : En kvantitativ studie om tillämpningen av digital informationsteknologi inom ridsport

Sammanfattning: The purpose of the study is to describe and analyze the explanatory potential of three categories of explanatory variables for the use of digital applications within equestrian sports.The study analyzes the use of new digital information technologies in equestrian sports in the form of digital equestrian applications. This thesis is based on an expanded version of the Technology Acceptance Model (TAM) to study the effect of a set of explanatory variables on behavioral intention to use a digital equestrian application. TAM is supplemented in the study with constructions derived from TRA and IDT. Partial Least Square Structural Equation Modeling (PLS-SEM) was used for testing the hypotheses developed and the proposed model. A total of 178 respondents were collected, consisting of active individuals in equestrian sportsat hobby level within different ages. The findings show a statistically significant positive effect of perceived usefulness, interpersonal social influences, personal innovativeness on behavioral intention to use a digital equestrian application. Furthermore, the results show a statistically significant positive effect of personal innovativeness on perceived usefulness andperceived ease of use. The present study contributes to previous research by applying traditional theories of intentional behavior, technology and innovation acceptance within a previously unexplored context. The results of the study can be used by organizations and companies that use digital information technology for their services and products in equestrian sports to predict intention to use the product or service, diagnose low usage and plan initiatives and measures.