University of Tehran Sport Management Journal 2008-9341 17 3 2025 09 23 Identifying Factors Affecting the Intention to Use Augmented Reality Shopping Apps in Sports Products Customers; Application of Technology Acceptance Model Identifying Factors Affecting the Intention to Use Augmented Reality Shopping Apps in Sports Products Customers; Application of Technology Acceptance Model 125 107 97691 10.22059/jsm.2024.371363.3250 FA Rezgar Pourmarouf Department of Sport Management and Media, Faculty of Sport Sciences and Health, Shahid Beheshti University, Tehran, Iran Ali Afrouzeh Department of Sport Management and Media, Faculty of Sport Sciences and Health, Shahid Beheshti University, Tehran, Iran Seyed Emad Hosseini Department of Sport Management and Media, Faculty of Sport Sciences and Health, Shahid Beheshti University, Tehran, Iran Journal Article 2024 01 21 <strong>Introduction:</strong> The sports industry has become one of the platforms for technology adoption in the modern era due to the emergence of technology in various forms in industries. The present study examined the application of the technology acceptance model by identifying the variables influencing the intention to use augmented reality shopping apps among sports product customers.            <strong>Methods:</strong> This research belonged to the category of correlation-type descriptive research. Sampling was available and selected from students of Shahid Beheshti University who had prior experience utilizing augmented reality shopping apps. The measurement tool comprised an attitude questionnaire, perceived value, and intention to use, perceived usefulness and perceived ease of use. Utilizing structural equation modeling in PLS4 software, the data was analyzed to determine the direct and indirect effectiveness of the variables. <strong> Results: </strong>The findings indicated that consumers' attitudes are influenced by perceived ease of use and perceived usefulness. Ultimately, the shift in consumers' attitudes results in their intention to use augmented reality shopping technology. It should be mentioned that perceived value acts as a mediator to faccilate this path.                                                                                                                    <strong>Conclusion: </strong>For Iranian businesses, particularly sports, research and development companies should develop augmented reality platforms and consistently streamline the user experience. Promoting the use of augmented reality shopping programs not only can retain existing consumers but also attract more potential consumers.                                                                                          <strong>Introduction:</strong> The sports industry has become one of the platforms for technology adoption in the modern era due to the emergence of technology in various forms in industries. The present study examined the application of the technology acceptance model by identifying the variables influencing the intention to use augmented reality shopping apps among sports product customers.            <strong>Methods:</strong> This research belonged to the category of correlation-type descriptive research. Sampling was available and selected from students of Shahid Beheshti University who had prior experience utilizing augmented reality shopping apps. The measurement tool comprised an attitude questionnaire, perceived value, and intention to use, perceived usefulness and perceived ease of use. Utilizing structural equation modeling in PLS4 software, the data was analyzed to determine the direct and indirect effectiveness of the variables. <strong> Results: </strong>The findings indicated that consumers' attitudes are influenced by perceived ease of use and perceived usefulness. Ultimately, the shift in consumers' attitudes results in their intention to use augmented reality shopping technology. It should be mentioned that perceived value acts as a mediator to faccilate this path.                                                                                                                    <strong>Conclusion: </strong>For Iranian businesses, particularly sports, research and development companies should develop augmented reality platforms and consistently streamline the user experience. Promoting the use of augmented reality shopping programs not only can retain existing consumers but also attract more potential consumers.                                                                                          https://jsm.ut.ac.ir/article_97691_d8fef6f717acd382782da1c3b9672f50.pdf