TY  - JOUR
AB  - 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.
VL  - 6
IS  - 2
SN  - 2042-678X
DO  - 10.1108/SBM-02-2014-0005
UR  - https://doi.org/10.1108/SBM-02-2014-0005
AU  - Kim Min Soo
AU  - James Jeffrey
PY  - 2016
Y1  - 2016/01/01
TI  - The theory of planned behaviour and intention of purchase sport team licensed merchandise
T2  - Sport, Business and Management: An International Journal
PB  - Emerald Group Publishing Limited
SP  - 228
EP  - 243
Y2  - 2024/09/19
ER  -