Based on the technology acceptance model (TAM), this paper discusses how the functional attributes and design characteristics of sports wearable devices affect users’ attitude and behavior. In order to estimate the relationship between variables, structural equation model (SEM) was used to analyze the data from questionnaire. By analyzing the relationship among data analysis, real-time monitoring, appearance design, simple operation, perceived usefulness, perceived ease of use, use attitude, and use behavior, it is found that data analysis and real-time monitoring has a significant impact on the perceived usefulness of sports wearable devices. The simple operation and appearance design have a significant impact on the perceived ease of use of sports wearable devices. The perceived usefulness and perceived ease of use of sports wearable devices further affect users’ attitude and behavior. The result means all study hypotheses were accepted. Therefore, providing perfect data analysis function, developing accurate real-time monitoring function, introducing friendly appearance design, and simplifying product operation mode can improve the use value and operation convenience of sports wearable devices and enhance the acceptance of users.

Motivated by the industry cases, we model the advertising competition between the dominant service provider and small service providers in one service market, where the dominant service provider has a major market share and the other small service providers share the remainder of market equally. Based on this setting, we discuss three advertising game models, that is, cooperative game, Boxed Pig game, and Prisoner’s game, derive the conditions for different advertising games, and characterize their equilibria. To be specific, it is found that the advertising spillover and the number of the small service providers directly determines the advertising game equilibria, while other market parameters, to some extent, can affect the results of the advertising game equilibria. According to our theoretical findings, some management insights and suggestions are given from both the academic and practical perspectives.

This study analyzed the effects of multiple interactions in value cocreation activities involving sports spectators. Interaction activities for value cocreation at sports events comprise spectator-athlete and spectator-staff interactions. A survey of spectators at the 2017 Wuhan Open revealed that spectator-athlete and spectator-staff interactions increased spectator perceived value, which in turn increased spectator satisfaction and loyalty. Spectator-staff interactions had a greater effect on spectator sports event value than did spectator-athlete interactions. Therefore, organizers of sports events should effectively manage multiple value cocreation interactions to improve spectator satisfaction and loyalty. The present study’s consideration of the effect of multiple interactions in value cocreation extends value cocreation theory.

This study investigated the role of social capital in the relationship between sports event volunteer management and volunteers’ attitude and behavior. Social capital was discovered to mediate the relationships of sports event volunteer management with volunteers’ satisfaction and work engagement. These relationships were empirically examined by conducting a survey of 303 volunteers from the 2016 Wuhan Open and 2016 Wuhan Marathon. The results revealed that sports event management practices, namely training and working conditions, significantly affected the volunteers’ social capital. The social capital of the sports event volunteers significantly affected their satisfaction and work engagement. The volunteers’ social capital promoted their satisfaction and engagement only if sports event volunteer management practices effectively enhanced their social capital. This study provides recommendations to help sports event organizers motivate volunteers.

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