Influence of Perceived Value and Innovation on the Propensity to Use Sports Tourism Websites among University Students: The Moderating Effects of Age and Education

In this study, the researchers sought to understand the effects perceived value and innovation have on the propensity of university students to use sports tourism websites. This study also examined the moderating roles of age and education on this usage. University students (N = 354; 292 women and 62 men) from a public university in Malaysia were surveyed for this study. The findings revealed that perceived value and innovation significantly influence the propensity to use sports tourism websites among university students. The results also showed that both age and education significantly moderated their purposed associations. The findings of this study offer sports website managers, as well as policymakers in sports organizations, an insight that will aid in the development of effective online strategies to attract young users to engage with sports tourism websites. This study also informs managers and researchers about the importance of age and education when considering the relationship between predictors and the propensity of users to use sports tourism websites. Keywords: Propensity to use websites, tourism, sports events, personal characteristics, perceived benefits, innovation.