Cognitive Factors Affecting the Development of Artificial Intelligence and Startups in Sports in Iran
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Background: Artificial intelligence (AI) is transforming industries worldwide, including the sports sector, where it offers opportunities for performance optimization, data analytics, and business innovation. However, the adoption of AI in sports startups depends heavily on the cognitive factors influencing key decision-makers. This study aims to examine the cognitive factors influencing the adoption and development of AI in sports startups in Iran.
Methods: A quantitative cross-sectional study was conducted, involving 133 participants from various sectors within the Iranian sports industry, including startup founders, university professors, and sports managers. Participants were required to have at least a bachelor's degree to ensure a knowledgeable sample. Data were collected using a researcher-developed questionnaire based on a 5-point Likert scale, measuring six cognitive factors: Perception of AI’s Usefulness, Cognitive Readiness for Technological Innovation, Risk Perception and Tolerance, Attitude Toward AI-Driven Change, Knowledge and Awareness of AI Technologies, and Knowledge and Awareness of AI Technologies (duplicate). Structural equation modeling (SEM) was conducted using LISREL software to analyze the data, with factor loadings, path coefficients, and reliability indicators (AVE, CR, and Cronbach’s Alpha) calculated to assess the model's validity and reliability.
Results: The most influential factor was Cognitive Readiness for Technological Innovation, followed by Attitude Toward AI-Driven Change and Perception of AI’s Usefulness. Risk Perception and Tolerance also played a moderate role in influencing AI adoption, while Knowledge and Awareness of AI Technologies demonstrated strong relationships with AI integration. Path coefficients and t-values indicated significant effects of cognitive factors on AI adoption in sports startups.
Conclusion: Cognitive readiness, positive attitudes toward AI, and knowledge of AI technologies are critical for the successful adoption of AI in sports startups. Addressing risk perceptions and enhancing awareness through education and training can further promote AI integration in this sector.
Keywords: Artificial intelligence, cognitive factors, sport startups, Sports industry in Iran.
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