Buyer or browser? An analysis of sports fan behaviour online
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 January 2010
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.
Keywords
Citation
Zhang, Z. and Won, D. (2010), "Buyer or browser? An analysis of sports fan behaviour online", International Journal of Sports Marketing and Sponsorship, Vol. 11 No. 2, pp. 21-36. https://doi.org/10.1108/IJSMS-11-02-2010-B003
Publisher
:Emerald Group Publishing Limited
Copyright © 2010 by Winthrop Publications Limited