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1 – 10 of over 8000Zhu Zhang and Doyeon Won
This investigation evaluated four sports fan characteristics (fan identification, trust in internet shopping, attitude towards online purchasing, and perceptions of convenience…
Abstract
This investigation evaluated four sports fan characteristics (fan identification, trust in internet shopping, attitude towards online purchasing, and perceptions of convenience) and two sports website characteristics (perception of product comparison service, and website price advantage) to assess their ability to differentiate licensed sports merchandise purchasers (buyers), and those who just browsed sports websites (browsers). The results made it possible to differentiate buyers and browsers based on 'trust in internet shopping', 'attitude towards online purchasing', 'perceptions of convenience', and 'website price advantage'. Additionally, all six characteristics collectively explained sports merchandise consumers buying versus browsing.
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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.
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Stick Cricket is a website visited by more than 2 million unique users every month, with each user averaging more than 20 minutes per visit. The website is positioned outside the…
Abstract
Stick Cricket is a website visited by more than 2 million unique users every month, with each user averaging more than 20 minutes per visit. The website is positioned outside the sporting website category by internet research firms, and this oversight does not consider the valuable consumer segments that these types of websites may hold. This case study describes the business decisions of the Stick Cricket developers in taking a flash-based computer game and creating a website that has been transformed into a sporting portal. The factors that contribute to this success are discussed and provide useful tips for website developers and sports marketers.
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Taesoo Ahn, Young Ik Suh, Jin Kyun Lee and Paul M Pedersen
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…
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.
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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) and…
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.
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Woo-Young Lee, Youngjin Hur, Dae Yeon Kim and Christopher Brigham
The purpose of this paper is to examine the effects of congruity and endorsement on consumer attitudes toward sports website advertisements (Aad), the advertising brand (Abr), and…
Abstract
Purpose
The purpose of this paper is to examine the effects of congruity and endorsement on consumer attitudes toward sports website advertisements (Aad), the advertising brand (Abr), and consumers’ future intentions (FI).
Design/methodology/approach
The current study followed a 2×3 between-subjects experimental design. Sports celebrity (or the presence or absence of a sports celebrity in a banner ad) and the level of congruity between the website and banner ad (high congruity – soccer, medium congruity – snowboard, and low congruity – computer) were the primary independent variables. Data were collected in two stages. An initial pilot study (n=40) established the reliability and validity of the scaled measures guiding this test. The second phase of data collection, the main study, was conducted over a five-day period. A random assignment of treatment conditions (i.e. exposure to one of six banner ad manipulations) was followed by a series of short surveys designed to measure the dependent variables of subjects’ cognitive ad responses (i.e. Aad, Abr, and FI).
Findings
The results indicated that participants who viewed the ad with the endorsement showed a more positive Aad than those who viewed the ad without it. The participants with a high congruity condition reported a more positive Abr and higher FI than those with low or medium congruity.
Originality/value
This study extends the application of congruity theory to banner advertisements, thereby aiding our understanding of consumers’ perceptions of advertising.
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Daniel M Evans and Aaron CT Smith
This research identifies internet-based opportunities for developing competitive marketing advantages and provides recommendations for the use of the internet in sports marketing…
Abstract
This research identifies internet-based opportunities for developing competitive marketing advantages and provides recommendations for the use of the internet in sports marketing. A telephone-administered survey, constructed from an instrument developed by Sethi and King (1994), Caskey (1998) and salient literature, was employed. All 55 clubs participating in Australia's four largest professional sporting leagues formed the sample, with an 87% participation rate achieved. Results lead to several practical recommendations for professional sporting organisations seeking to improve their internet marketing opportunities.
Dae Hee Kwak and Stephen R McDaniel
This research examines antecedents to consumer adoption of a popular form of online entertainment - fantasy sports leagues. Employing Davis' (1989) Technology Acceptance Model as…
Abstract
This research examines antecedents to consumer adoption of a popular form of online entertainment - fantasy sports leagues. Employing Davis' (1989) Technology Acceptance Model as a theoretical framework, the study found that attitude toward the televised sport (American professional football), perceived ease of using in relation to fantasy sports websites, perceived knowledge of the sport and subjective norms all played a role in explaining participants' attitudes and behavioural intentions towards playing fantasy football.
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Geumchan Hwang, Lisa A. Kihl and Yuhei Inoue
This study examined how a US college athletic department’s corporate social responsibility (CSR) initiatives influenced fans’ online donation intentions.
Abstract
Purpose
This study examined how a US college athletic department’s corporate social responsibility (CSR) initiatives influenced fans’ online donation intentions.
Design/methodology/approach
Data were collected from 490 fans of a Division I intercollegiate athletic program and analyzed using structural equation modeling.
Findings
Results indicated that the quality of CSR information positively affected e-satisfaction with CSR initiatives, which, in turn, predicted fans’ online donation intentions, university attachment, and fan–athletic department identification. Moreover, the relationship between e-satisfaction with CSR initiatives and online donation intentions was mediated by fan–athletic department identification.
Research limitations/implications
This study has a limitation in terms of generalizability. The current focus on a single athletic department does not apply the results to athletic programs at other US universities and colleges. Future research should confirm the generalizability of the study’s findings by collecting data from fans of other athletic departments.
Originality/value
It is important to understand the impact of CSR activities on online donor intentions because marketing these activities could serve as an effective fundraising tool for athletic departments. The findings from this study inform athletic administrators of factors they might consider when promoting CSR initiatives through online media to encourage fans’ donations.
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