SPOR TÜKETİCİLERİNİN YAPAY ZEKAYA YÖNELİK TUTUMLARININ İNCELENMESİ

Abstract

In this study, the attitudes of sports consumers towards artificial intelligence (AI) are examined in terms of various variables. Total of 203 sports volunteers participated in the research as sports consumers. The attitudes of sports consumers who are involved in various sports organizations towards AI technologies were statistically analyzed using a descriptive survey method. To examine the significant differences in the attitudes of sports consumers towards the survey questions according to various variables, Mann-Whitney U and Kruskal-Wallis analyses were applied. As a result of the analyses conducted for the variables, a significant difference was obtained between gender, being an e-sports consumer, preferring technological devices while doing sports, and attitudes towards AI. It was found that male sports consumers in the research group had more positive attitudes towards AI compared to females, e-sports consumers had more positive attitudes compared to non-e-sports consumers, and those who preferred using technological devices while doing sports had higher positive attitudes. The Kruskal-Wallis test revealed that as the frequency of using technological devices while doing sports increased, the attitude towards AI also increased positively in a statistically significant manner. The results obtained indicate that sports consumers have a tendency to embrace artificial intelligence-based technologies. This study underscores the potential for further research and application in the fields of sports and technology.