Original title: From Fandom to Checkout: Artificial Intelligence and Immersive Commerce in Professional Sport
Sport clubs are adding tools such as virtual stores and chat agents, but research on them is spread across different fields. This review brings that work together in a framework with two routes: one from fan experience to access and purchases, and another from identity and trust to stronger relationships and community. It also explains how privacy, usability, and other conditions could affect those routes. The full chain has not yet been tested for professional clubs.
Imagine planning a team meal with friends. A tasty meal may get everyone to the table, but it does not guarantee that they will pay for the ingredients or feel closer afterward. In this paper, the meal is the fan experience: one route may lead toward access and purchase, while another may build trust and belonging. The full journey still needs to be tested with professional clubs.
Sport clubs are investing in virtual stores, augmented reality, AI, and personalized services. This review shows how those tools might lead not only to purchases, but also to trust and belonging—and why clubs need evidence before treating that whole journey as proven.
The review does not validate the complete path from fan experience to commercial and relational outcomes in professional clubs. Its framework and eight propositions need to be tested. The abstract also does not report measured effects or comparisons of particular tools.
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From Fandom to Checkout: Artificial Intelligence and Immersive Commerce in Professional Sport — Dan Cristian Mănescu, Alexandru Adrian Gavrila, Maria-Cristina Rădulescu et al. — Journal of theoretical and applied electronic commerce research — doi:10.3390/jtaer21100350
Abstract licence: CC BY
Explanation generated by Synthesis from the abstract — it is not the original paper.