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The theory of planned behaviour and intention of purchase sport team licensed merchandise

Min Soo Kim (Sports Industry, Korea Institute of Sport Science, Seoul, Korea)
Jeffrey James (Department of Sport Management, Florida State University, Tallahassee, Florida, USA)

Sport, Business and Management

ISSN: 2042-678X

Article publication date: 9 May 2016

3461

Abstract

Purpose

The purpose of this paper is to predict intentions to purchase sport team licensed merchandise (STLM) using the theory of planned behavior (TPB).

Design/methodology/approach

Three constructs of the TPB such as attitudes, subjective norms, and perceived behavioral control (PBC) were used to predict purchase intention of STLM. In an effort to increase the level of prediction, additional elements – past behavior and role identity – were included. A total of 384 university students participated in the survey.

Findings

The results indicated that attitude, subjective norms, and PBC accounted for 64 percent of the variance in purchase intention of STLM. Past behavior and role identity explained an additional 9.3 percent of the variance in purchase intentions. Past behavior was the strongest predictor of purchase intention.

Originality/value

The results showed the efficacy of the TPB in predicting purchase intentions of STLM.

Keywords

Citation

Kim, M.S. and James, J. (2016), "The theory of planned behaviour and intention of purchase sport team licensed merchandise", Sport, Business and Management, Vol. 6 No. 2, pp. 228-243. https://doi.org/10.1108/SBM-02-2014-0005

Publisher

:

Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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