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Article
Publication date: 1 April 2012

Youngjin Hur, Yong Jae Ko and Cathryn L. Claussen

This study empirically tested the Sport Website Acceptance Model (SWAM), proposed by Hur, Ko and Claussen (2007). The SWAM added Perceived Enjoyment (Davis et al, 1992…

Abstract

This study empirically tested the Sport Website Acceptance Model (SWAM), proposed by Hur, Ko and Claussen (2007). The SWAM added Perceived Enjoyment (Davis et al, 1992) and Perceived Trustworthiness (Belanger et al, 2002) to the two factors Perceived Ease of Use and Perceived Usefulness used in the Technology Acceptance Model (TAM) (Davis, 1989). This study proposes a competing model to the original SWAM and compares this by incorporating two additional constructs, Sport Involvement (Shank & Beasley, 1998) and Psychological Commitment to a Team (Mahony et al, 2000). Structural equation modeling analyses revealed acceptable model fits, both in the original SWAM and in the competing model. Subsequent analyses led the authors to conclude that the competing model was the better version of the SWAM.

Details

International Journal of Sports Marketing and Sponsorship, vol. 13 no. 3
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 January 2008

Yong Jae Ko, Kyoungtae Kim, Cathryn L Claussen and Tae Hee Kim

This study examined theoretical relationships between key variables of sponsorship effectiveness that include sponsor awareness, corporate image and future purchase…

Abstract

This study examined theoretical relationships between key variables of sponsorship effectiveness that include sponsor awareness, corporate image and future purchase intention. Involvement in the sport of soccer was also examined as a key consumer variable. Results suggested that favourable purchase intentions were more likely to occur when consumers held a positive image of the sponsoring companies and had a high level of sports involvement; and that consumers' sports involvement positively influenced sponsor awareness, corporate image and purchase intention.

Details

International Journal of Sports Marketing and Sponsorship, vol. 9 no. 2
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 January 2008

Yong Jae Ko, Hyewon Park and Cathryn L Claussen

Action sports are beginning to acquire the status of mainstream sports and are increasingly recognised as a profitable enterprise by both the sports industry and the…

Abstract

Action sports are beginning to acquire the status of mainstream sports and are increasingly recognised as a profitable enterprise by both the sports industry and the business industry. The purpose of this study is to analyse motivation of action sports participants. The researchers collected data at the 2005 LG (Lucky Geum Sung) FMX (Freestyle Motocross) World Championships. The results of a MANOVA test and a series of ANOVA tests revealed that in general these action sports participants (n=253) are highly motivated by fun/enjoyment and risk-taking. Motivation of action sports participants varies across gender and level of experience.

Details

International Journal of Sports Marketing and Sponsorship, vol. 9 no. 2
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 April 2011

Youngjin Hur, Yong Jae Ko and Cathryn L Claussen

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'…

Abstract

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.

Details

International Journal of Sports Marketing and Sponsorship, vol. 12 no. 3
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 April 2012

Chen-Yueh Chen, Yi-Hsiu Lin and Cathryn L. Claussen

This research investigates whether conditioning (the systematic pairing of celebrity endorsers with sporting events) produces positive attitudes towards sporting events…

Abstract

This research investigates whether conditioning (the systematic pairing of celebrity endorsers with sporting events) produces positive attitudes towards sporting events. It also investigates whether using celebrities who are highly congruent with a sporting event leads to a stronger conditioning effect. The results demonstrate that individuals exposed to the systematic pairing of a sporting event with a celebrity did develop a more favourable attitude towards the event than individuals in the control condition. Moreover, the pairing of a celebrity with a sporting event was more effective in forming a positive attitude towards the sporting event when congruence was high.

Details

International Journal of Sports Marketing and Sponsorship, vol. 13 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

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