Title

Validation of the Consumer Values versus Perceived Product Attributes Model Measuring the Purchase of Athletic Team Merchandise

Document Type

Article

Publication Title

ICHPER-SD Journal of Research,

ISSN

1930-4595

Volume

7

Issue

2

First Page

52

58

Publication Date

Fall 2012

Abstract

Various consumer values and perceived product attributes trigger consumptive behaviors of athletic team merchandise (Lee, Trail, Kwon, & Anderson, 2011). Likewise, using a principal component analysis technique on a student sample, a measurement scale was proposed that consisted of nine factors affecting the purchase of athletic team merchandise. Using confirmatory factor analysis and multi-group invariance technique, the factorial structure and measurement equivalence of the model (included a new factor) was validated on a more generalizable sample in the current study. The overall model fit the data well. The overall findings of the current study contribute to the literature by exploring and filling the gap between existing studies and more generalizable data found in the present study. (Contains 5 tables.)

Publication Information

Lee D, Byon K, Schoenstedt L, Johns G, Bussell L, Choi H. Validation of the Consumer Values versus Perceived Product Attributes Model Measuring the Purchase of Athletic Team Merchandise. ICHPER-SD Journal of Research [serial online]. September 1, 2012;7(2):52-58.