Drawing upon the technology acceptance model, the aim of this study was to describe the effects of technology innovations in Formula 1 (F1) on fans’ satisfaction and commitment to consumption of F1 as a TV product, controlling for identification with F1 and specific teams and drivers. We surveyed F1 fans (N = 449) contacted via web-based forums. Results of a structural equation modeling showed that positive perceptions of technology innovation lead to satisfaction with F1 as a TV product, which in turn leads to commitment to consumption. Highly identified fans are committed to consuming...Read more
