Stadium visitors' smartphone usage and digital resource integration

Abstract

PurposeSmartphones have become ubiquitous devices that enable individuals to integrate digital resources in virtually all value co-creation processes, including visiting sport events. Therefore, the purpose of this paper is to understand smartphone-enabled digital resource integration in the context of sport events from an individual intra-perspective. It thereby connects the perspectives of Service Dominant Logic and Experiential Computing.Design/methodology/approachA conceptual model was developed and empirically tested utilizing a survey of 707 visitors of eight first and second league soccer, handball and basketball matches in Germany. Partial least squares structural equation modeling was applied to test the proposed hypotheses.FindingsThe results reveal that stadium visitors integrate sport event-related and unrelated digital resources to co-create value at sport events. While event-unrelated digital resources generally have more influence on visitors' perceived value, their importance is decreasing with higher team identification. Digital resources in the form of sports betting opportunities are only relevant in some specific contexts. Hence, both individual and contextual characteristics determine digital resource integration.Originality/valueThis study integrates the perspectives of value co-creation at sport events and experiential computing and proposes a conceptual model exploring how sport event visitors enrich their experience through the integration of sport event-related and unrelated smartphone-enabled digital resources. By illuminating the intra-level perspective of sport event visitors' resource integration, it provides the basis for future studies on digital resource integration on higher levels of aggregation including engagement platforms and entire sport event ecosystems.

Guest editorial

“…The first article examines the digital transformation processes affecting event visitors in sport stadiums. Horbel et al (2021, in this issue) analyzed the smartphone-enabled digital resource integration in the co-creation of the value process of sport event visitors from an intra-level perspective. In doing so, the authors revealed attitudes toward smartphone usage and team identification as relevant antecedents for digital resource integration.…”

“…Moreover, future research should examine the digital transformation of value co-creation during, as well as before and after, sport events, for example, regarding the introduction of digital tools to improve customer experience. In this special issue, Horbel et al (2021) examine the effects of digital transformation on the resource integration of stadium visitors and their perceived value of the sport event. They identify future research areas, for example, analyzing the simultaneous integration of digital and physical resources and including other levels of analysis.…”

Sport event innovation: a preliminary conceptualization and directions for future research

“…use of cell phone applications) or at home (e.g. virtual reality) (Goebert and Greenhalgh, 2020;Horbel et al, 2020;Kim and Ko, 2019;Uhrich, 2022). Advancements in technologies have also innovated marketing practices in sport (Mastromartino and Naraine, 2022).…”

“…use of cell phone applications) or at home (e.g. virtual reality) (Goebert and Greenhalgh, 2020; Horbel et al. , 2020; Kim and Ko , 2019; Uhrich, 2022).…”

Sports Spectating in Connected Stadiums: Mobile Application Roland Garros 2018

“…Recent academic research demonstrates the role of different types of media in sports fans' perceptions and experiences in the stadium (Behrens and Uhrich, 2021). Furthermore, stadium visitors integrate sport event-related and -unrelated digital resources, especially apps, to co-create value at sport events (Horbel et al, 2021).…”