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Understanding purchasing intentions in secondary sports ticket websites

Taesoo Ahn (Assistant Professor, Sport Management, Girard School of Business and International Commerce, Merrimack College, USA)
Young Ik Suh (Assistant Professor, Department of Sport Management, Claflin University, USA)
Jin Kyun Lee (Assistant Professor, School of Advertising & Public Relations, Hongik University F-405, 2639 Sejong-ro, Jochiwon-eup, Sejong-si, South Korea 339-701)
Paul M Pedersen (Professor, Sport Management, Department of Kinesiology, Indiana University, USA)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 October 2014

1898

Abstract

The purpose of this study was to examine purchasing intentions in online sports ticketing websites. Based on previous research related to business-to-consumer (B2C) e-commerce, this study developed a conceptual model to test the effect of perceived risk, trust and the Technology Acceptance Model (TAM) on purchase intentions in online secondary ticket websites. College students (N = 251) from the northeastern region of the United States were chosen as the sample. Structural Equation Modeling (SEM) was used to investigate the proposed relationships among four major components (i.e. perceived risk, trust, TAM and behavioural intention). The results showed that there were positive effects of key TAM constructs (i.e. perceived usefulness and ease of use) and trust on purchasing intention, but perceived risk was not a significant indicator of purchase intention.

Keywords

Citation

Ahn, T., Ik Suh, Y., Lee, J.K. and Pedersen, P.M. (2014), "Understanding purchasing intentions in secondary sports ticket websites", International Journal of Sports Marketing and Sponsorship, Vol. 16 No. 1, pp. 35-49. https://doi.org/10.1108/IJSMS-16-01-2014-B004

Publisher

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Emerald Group Publishing Limited

Copyright © 2014 by Winthrop Publications Limited

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