Examining the moderating role of online celebrity trustworthiness and risk propensity in UTAUT2 framework: A mixed-method approach
- Title
- Examining the moderating role of online celebrity trustworthiness and risk propensity in UTAUT2 framework: A mixed-method approach
- Creator
- Baber R.; Baber P.; Narula S.
- Description
- Utilizing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework, this research delved into the behavioral intentions and actual usage of fantasy sports gaming apps. The moderating influence of celebrity trustworthiness and risk propensity is also explored. The proposed hypotheses were tested using responses from a substantial sample of 460 sports fantasy gaming app users. The research deployed a mixed-method approach, combining both covariance-based and partial-least square structural equation modeling tech- niques. The investigation findings revealed an influence on behavioral intentions and actual use. Specifically, performance expectancy, hedonic motivation, habit, and social influence emerged as significant determinants affecting users intentions and behaviors. The study indicates a significant moderating role of celebrity trustworthiness on the relationship be- tween performance expectancy, hedonic motivation, habit, and social influence concerning behavioral intentions. Risk propensity moderated the relationship between behavioral inten- tions and actual usage behavior. As a contribution to the expanding literature, the research extended the application of the UTAUT2 framework to the context of sports fantasy gaming apps. The research also provides valuable insights for researchers and professionals associ- ated with sports fantasy gaming apps and future research directions. 2024
- Source
- International Journal of Information Management Data Insights, Vol-4, No. 2
- Date
- 2024-01-01
- Publisher
- Elsevier B.V.
- Subject
- Actual use; Behavioural intentions; Celebrity trustworthiness; Risk propensity; Sports fantasy games; UTAUT2
- Coverage
- Baber R., School of Business & Management, Christ University, Karnataka, Bangaluru, India; Baber P., SoS in Management, Jiwaji University, Madhya Pradesh, Gwalior, India; Narula S., Amity School of Communication, Amity University Haryana, India
- Rights
- All Open Access; Hybrid Gold Open Access
- Relation
- ISSN: 26670968
- Format
- Online
- Language
- English
- Type
- Article
Collection
Citation
Baber R.; Baber P.; Narula S., “Examining the moderating role of online celebrity trustworthiness and risk propensity in UTAUT2 framework: A mixed-method approach,” CHRIST (Deemed To Be University) Institutional Repository, accessed February 25, 2025, https://archives.christuniversity.in/items/show/12844.