Determining the Factors Affecting Football Fans' Satisfaction with Video Assistant Referee (VAR) Technology

Abstract

Video Assistant Referee (VAR) technology has been introduced in the sports industry as a decision support system designed to assist referees in making the correct decisions when overseeing a sporting event. In Turkey, VAR technology has been deployed to lessen controversies in football matches, but it has not completely eliminated them. As a result, it is crucial to establish whether fans, a key stakeholder in the sports sector, are satisfied with VAR technology. In this context, the study aims to investigate the effects of football fans' perceived value and identification with VAR technology on their satisfaction with it. Furthermore, the mediating role of attitudes towards the technology and the moderating role of knowledge about VAR technology will also be examined. The study used the snowball sampling method, and data were obtained via an online survey, with 411 fans participating over the data collection period. Using the fan data, Structural Equation Modeling was performed using the AMOS tool, and the study hypotheses were tested. The research revealed that identification and perceived value of VAR technology have a positive effect on satisfaction with this technology, with attitude toward technology acting as a mediator. The level of knowledge about VAR technology has a moderating effect in the relationship between satisfaction and perceived value. These findings have practical and theoretical implications for both the sports sector and the academic discipline.

Keywords

• Video assistant referee
• satisfaction
• identification
• attitudes toward technology
• perceived value

Futbol Taraftarlarının Video Yardımcı Hakem (VAR)’e Yönelik Memnuniyetlerini Etkileyen Faktörlerin Belirlenmesi

Abstract

Video Yardımcı Hakem (VAR) teknolojisi, herhangi bir spor müsabakasını yöneten hakemlerin doğru kararlar almalarına yardımcı olmayı amaçlayan bir karar destek sistemi olarak spor dünyasında uygulanmaya başlamıştır. Türkiye’de futbol maçlarında yaşanan tartışmaları azalmak amacıyla uygulanan VAR teknolojisi, bu tartışmaları tam anlamıyla ortadan kaldırmamıştır. Dolayısıyla spor endüstrisinin önemli bir paydaşını oluşturan tarafların, VAR teknolojisinden memnun olup olmadıklarını belirlemek merak konusudur. Bu kapsamda araştırma futbol taraftarlarının VAR teknolojisine yönelik algıladıkları değer ile özdeşleşmenin VAR teknolojisine yönelik memnuniyetleri üzerindeki etkilerini keşfetmeyi amaçlamaktadır. Ayrıca bu etkilerde teknolojiye yönelik tutumun aracı rolü ile VAR teknolojisi hakkındaki bilgi düzeyinin düzenleyici rolü de incelenecektir. Kartopu örneklem yönteminin tercih edildiği araştırmada veriler çevrimiçi anket tekniği ile toplanmış ve veri toplama aralığında ankete 411 taraftarın katıldığı belirlenmiştir. Taraftarlarden elde edilen veriler kullanılarak AMOS programı aracılığıyla Yapısal Eşitlik Modellemesi yapılmış ve araştırma hipotezleri test edilmiştir. Analizler sonucu özdeşleşme ve VAR teknolojisine yönelik algılanan değerin, bu teknolojiye yönelik memnuniyeti pozitif etkilediği ; bu etkilerde ise teknolojiye yönelik tutumunda aracılık rolüne sahip olduğu belirlenmiştir. VAR teknolojiye yönelik bilgi düzeyi ise memnuniyet ve algılanan değer arasındaki ilişkide düzenleyici role sahiptir. Ulaşılan bu sonuçlar hem spor endüstrisi hem de akademik alan için pratik ve teorik katkılar sunmaktadır.

Keywords

• Video yardımcı hakem
• memnuniyet
• özdeşleşme
• teknolojiye yönelik tutum
• algılanan değer

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