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 satisfaction theory) and other concepts that influence product consumption, this study proposed a theoretical model that explains purchase intention of TLM. The proposed model consists of various factors including personal values, team identification, attitude (toward brand and product), past experience, perceived product attributes, expectancy disconfirmation, satisfaction, and intention to purchase (brand and product). The comprehensiveness of the model would allow scholars and researchers to test and explain various commonly occurring consumption activities at a domain level. (Contains 1 figure.)