Date

5-20-2026

Degree

Master of Science in Sport Management (MS)

Chair

Clark Zealand

Keywords

augmented reality (AR), Major League Soccer (MLS), technology acceptance model (TAM), perceived ease of use (PEOU), perceived usefulness (PU), behavioral intention (BI)

Disciplines

Sports Management

Abstract

Although augmented reality (AR) is becoming a routine part of how sport is consumed, evidence specific to Major League Soccer (MLS) remains limited. This study applies the technology acceptance model (TAM) to examine how perceived ease of use (PEOU) and perceived usefulness (PU) relate to behavioral intention to use (BI) and to two experience outcomes−fan engagement and fan satisfaction in the MLS context. The study is a nonexperimental, cross-sectional online survey of U.S.-based adult MLS fans with prior exposure to AR in an MLS context, including live stat overlays, in-stadium wayfinding, interactive replays, and virtual try-ons. Constructs were measured with multi-item Likert scales adapted to MLS AR contexts and assessed for internal consistency reliability (Cronbach’s alpha) prior to computing composite scores. Analyses used simple and multiple linear regression in Statistical Package for the Social Sciences (SPSS) to test whether (a) PEOU predicts PU and (b) PEOU and PU predict BI, engagement, and satisfaction. By focusing on one technology, one sport, and one league, the study provides league-specific, decision-relevant evidence for clubs, partners, and technology providers while extending TAM applications in professional soccer.

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