| Summary: | Swisscom Asport (“Asport”) has set itself the target of covering the entire video process from production to distribution. Its services should be affordable not only for professional sports clubs but also for their amateur counterparts. Despite limited resources, clubs want to increase their attractiveness through new technologies and meet members' needs. This paper examines the factors that lead to the acceptance of Asport services by sports clubs. In addition, the willingness to pay for these services is evaluated. Pricing is critical to success in innovation and also because of the limited financial resources of sports clubs. Based on the literature research, a conceptual model was developed based on the unified theory of acceptance and use of technology model (UTAUT), tested using an online survey of Swiss amateur football clubs, and evaluated using regression analysis. The study findings show that social environment exerts the strongest influence on behavioral intention, defined as “acceptance” in this paper. Furthermore, the two independent variables, performance expectancy and effort expectancy, have a significant effect on user acceptance. In contrast to the original model (UTAUT), this paper demonstrates the direct influence of attitude to use. Of the independent variables, facilitating conditions have an additional effect on attitude to use. The results demonstrate that it is not acceptance but attitude to use that influences willingness to pay. An in-depth evaluation of willingness to pay shows that the optimal price point is 83.3% lower than the price offered by the company; however, there are budget-dependent variations in the assessment. Copyright © 2021 Huettermann, Haefliger and Stallone.
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