Abstract
This study examines how perceived usefulness, ease of use, trust, and usage attitude influence the intention to maintain engagement in AR/VR sports. Virtual Reality (VR) and Augmented Reality (AR) technologies have garnered significant attention in the sports domain in recent years, holding promise for substantial economic and social benefits in the future. However, factors influencing user acceptance and continued use of AR/VR remain unclear. To foster sustained adoption of AR/VR sports technologies and meet the growing demand for diverse forms of athletic activities, this study investigates the factors influencing Chinese sports university students' willingness to continue participating in VR/AR sports using the Technology Acceptance Model (TAM). Data were collected through a questionnaire survey among 283 Chinese sports major university students who had participated in VR/AR sports. Data processing and hypothesis testing were conducted using SPSS 26.0 and AMOS 24.0. The main findings of this study are as follows: First, perceived usefulness has a positive influence on usage attitudes. Second, perceived ease of use positively influences user attitudes. Third, trust positively influences usage attitudes. Fourth, usage attitudes have a positive influence on behavioral intentions. These findings expand the application and explanatory power of TAM in the field of AR/VR sports and offer practical implications for the industry. They can serve as a reference for developing marketing strategies to encourage continued consumer use of these services in the future.