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Acceptance of sports websites: a conceptual model

Youngjin Hur (Assistant Professor, Sport Business Administration Programme, Humphreys Building, Room 226B, University of Central Missouri, 306 Broad Street, Warrensburg, MO 64093-5000, USA)
Yong Jae Ko (University of Florida)
Cathryn L Claussen (Washington State University)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 April 2011


The purpose of this study is to develop a Sport Website Acceptance Model (SWAM) based on the Technology Acceptance Model (TAM; Davis, 1989). To better explain sports fans' decision-making processes in using sports websites, we incorporated salient consumer variables as sports involvement and psychological commitment and added trustworthiness and enjoyment to the TAM. The paper concludes with implications for future research and for application to online sports business.



Hur, Y., Ko, Y.J. and Claussen, C.L. (2011), "Acceptance of sports websites: a conceptual model", International Journal of Sports Marketing and Sponsorship, Vol. 12 No. 3, pp. 13-27.



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