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Download full textLee, Donghun; Trail, Galen T.; Lee, Cindy; Schoenstedt, Linda J. – ICHPER-SD Journal of Research, 2013
The purpose of this study was to test a structural model to determine which psychosocial constructs affected the purchase intention of athletic team merchandise (ATM). Results from the analyses indicated that the twelve-factor ATM model fit the data from collegiate athletic events well, explaining the various impact factors that lead to purchase…
Descriptors: Intention, Purchasing, Merchandising, Team Sports
Lee, Donghun; Trail, Galen – ICHPER-SD Journal of Research, 2011
Although it is evident that sales of team licensed merchandise (TLM) contribute to the overall consumption of sport, research efforts that comprehensively describe what triggers the consumption of TLM is lacking (Lee, Trail, Kwon, & Anderson, 2011). Therefore, based on multiple theories (i.e., values theory, identity theory, attitude theory, and…
Descriptors: Theory Practice Relationship, Intention, Values, Models
