How Augmented Reality Drives Rewatching Intention in Sports Broadcasts: The Roles of Viewers’ Perceived Values and Sport Involvement

Authors

• Zhao Du, School of Management, Beijing Sport University, ChinaFollow
• Ziyan Deng, School of Management, Beijing Sport University, China

Recommended Citation

Du, Zhao and Deng, Ziyan, "How Augmented Reality Drives Rewatching Intention in Sports Broadcasts: The Roles of Viewers’ Perceived Values and Sport Involvement" (2026). WHICEB 2026 Proceedings. 34.
https://aisel.aisnet.org/whiceb2026/34