마라톤 선수의 AI 기반 훈련 보조기기 수용에 관한 연구: 기술 신뢰와 사회적 영향력의 조절효과를 중심으로 = A Study on the Acceptance of AI-based Training Aids by Marathon Runners: Focusing on the Moderating Effects of Technology Trust and Social Influence

다국어 초록 (Multilingual Abstract)

This study aims to explore the key factors influencing marathon runners’ intention to adopt AI-based training assistance devices, with a particular focus on the roles of perceived usefulness and perceived ease of use, as well as the moderating effects of technology trust and social influence. The research is grounded in the Technology Acceptance Model (TAM) and employs Hayes’ (2013) PROCESS Macro Model 16 to analyze moderated mediation effects. The findings indicate that both perceived usefulness and perceived ease of use have significant positive effects on the intention to adopt AI-based training devices, and that perceived ease of use also positively affects perceived usefulness. In addition, both technology trust and social influence significantly moderate the relationship between perceived usefulness and adoption intention, revealing that the level of trust in the technology and the surrounding social feedback play critical roles in the acceptance process. These results suggest that beyond improving technical functionality, user-centered interface design, trust-building, and fostering a positive social environment are essential strategies for promoting the adoption of AI-based training technologies. This study contributes to the literature by applying a moderated mediation model to explain the multilayered structure of sports technology acceptance and provides a valuable foundation for expanding research across different sports and user groups as well as for practical applications in the field. This study focused exclusively on marathon runners as the target user group, which limits the generalizability of the findings to other sports.
Therefore, future research should be extended to a wider range of sports.