Objective: This study aimed to develop a technology acceptance model for online sports product stores in Iran. Given the rapid expansion of e-commerce in the sports industry and the growing importance of emerging technologies in enhancing online shopping experiences, identifying the factors influencing technology acceptance in this sector is of considerable importance.

Method: This research employed a qualitative approach based on the emergent Glaserian Grounded Theory methodology. The study population consisted of experts, managers, specialists, and key stakeholders involved in online sports stores who possessed substantial professional knowledge and practical experience in technology and e-commerce. Participants were selected through purposive sampling, and data were collected through 18 semi-structured interviews. During the analysis process, 112 initial open codes were extracted and, through constant comparative analysis and the integration of similar concepts, were refined into 27 focused codes and subsequently organized into six core categories.

Findings: The findings revealed that six core categories—trust and security, technology quality, user experience, social factors, organizational factors, and individual characteristics—constitute the principal dimensions of technology acceptance in online sports stores. Among these, trust and security emerged as the core category of the model, playing a pivotal role in both the formation and sustainability of technology acceptance. Furthermore, the results indicated that technology quality and user experience enhance technology acceptance by strengthening users’ trust, while social, organizational, and individual factors serve as supporting and moderating elements within this process.

Conclusion: The findings demonstrated that technology acceptance in online sports stores is a multidimensional and interactive phenomenon influenced simultaneously by technological, behavioral, and organizational factors. Accordingly, strengthening security infrastructures, improving user experience, enhancing support services, adopting innovative interactive technologies, and increasing transparency in purchasing and payment processes can foster users’ trust and contribute to greater technology acceptance, customer satisfaction, and continued use of online sports stores.