Sport Spectators’ Use of In-Seat Mobile Ordering Apps: The Mediating Role of Mobile Engagement

As sport stadiums evolve with advancing technology, organizations are implementing mobile ordering systems to enhance fan experiences. This study explored fan consumption behavior through in-seat mobile ordering applications in stadiums, drawing on the unified theory of acceptance and use of technology 2. The research investigated how internal and external reasons influence mobile engagement, behavioral intentions, and, consequently, actual usage within the in-seat mobile ordering system. Utilizing a self-administered survey method, data from 618 sports fans were analyzed using partial least-squares structural equation modeling. Results demonstrated significant relationships among internal and external factors, mobile engagement, behavioral intentions, and actual usage. Additionally, the mediating effect of mobile engagement was observed. This study contributes to the understanding of implementations of emerging technology in game-day experiences and suggests that incorporating entertaining elements may enhance fan experience and boost engagement with mobile technology in stadiums.