Title

Exploring Factors that Affect Purchase Intention of Athletic Team Merchandise

Document Type

Article

Publication Title

ICHPER-SD Journal of Research

ISSN

1930-4595

Volume

8

Issue

1

First Page

40

48

Publication Date

Spring 2013

Abstract

The purpose of this study was to test a structural model to determine which psychosocial constructs affected the purchase intention of athletic team merchandise (ATM). Results from the analyses indicated that the twelve-factor ATM model fit the data from collegiate athletic events well, explaining the various impact factors that lead to purchase intention of athletic team merchandise among sports consumers. Based on values theory, identity theory, attitude theory, and satisfaction theory that influence product consumption, this study suggests that consumer intentions to purchase athletic team merchandise are significantly associated with personal values, team identification, brand/product attitude, product attributes, expectancy, previous purchase, and satisfaction. Given the finding that team identification had marginal impact on attitude toward brand and/or product in general, it is suggested that sport marketers should select appropriate brands for the products that represent their team or athletic department. Fitness of brand image may suggest an alternative explanation for future studies. (Contains 3 tables.)

Publication Information

Lee D, Trail G, Lee C, Schoenstedt L. Exploring Factors that Affect Purchase Intention of Athletic Team Merchandise. ICHPER-SD Journal Of Research [serial online]. March 1, 2013;8(1):40-48