Why disruptive sport competition technologies are used by amateur athletes? An analysis of Nike Vaporfly shoes

Abstract

Objectives: The Vaporfly tech by Nike (VFT) for road running shoes has supposed a disruption in distance running shoes. Academic research suggests that VFT improves performance, at least, in elite and sub-elite athletes. This paper assesses empirically factors influencing the acceptance of disruptive competition technologies, focusing on the perceptions about the VFT shoes by amateur athletes. Material and methods: We analyse a survey over 252 Spanish amateur athletes. Our research uses Unified Theory of Acceptance and Use of Technology (UTAUT), including ethical awareness of athlete that is measured by means of their judgement on moral equity (ME), and athlete income. Results: The proposed model explains almost half of the intention to use (IU) disruptive technologies by athletes in all regressions. Significant influential factors on IU are Easiness to Use (EU), Performance Expectancy (PE), perception on ME and Income level of the athlete. Surprisingly, Social Influence (SI) has a weak influence on the IU. Structural equation model fitted by means of partial least squares leads to similar results than Poisson regression. Discussion: This paper applies a theoretical framework that combines findings in consumer behaviour (UTAUT model) and moral equity dimension of a multiple ethical scale to explain intention to use VFT. Of course, proposed methodology can be used to evaluate a disruptive tech within the context of any other sport. Conclusions: These findings have important implications in the sport industry. As we expected and also has shown by reviewed literature linked to sport tech, conventional UTAUT has been revealed useful theoretical framework to explain the acceptance of disruptive sport competitive techs. But, in addition, ethical aspects also should be considered in their development.