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The theory of planned behaviour and intention of purchase sport team licensed merchandise

The theory of planned behaviour and intention of purchase sport team licensed merchandise Purpose– The purpose of this paper is to predict intentions to purchase sport team licensed merchandise (STLM) using the theory of planned behavior (TPB). Design/methodology/approach– Three constructs of the TPB such as attitudes, subjective norms, and perceived behavioral control (PBC) were used to predict purchase intention of STLM. In an effort to increase the level of prediction, additional elements – past behavior and role identity – were included. A total of 384 university students participated in the survey. Findings– The results indicated that attitude, subjective norms, and PBC accounted for 64 percent of the variance in purchase intention of STLM. Past behavior and role identity explained an additional 9.3 percent of the variance in purchase intentions. Past behavior was the strongest predictor of purchase intention. Originality/value– The results showed the efficacy of the TPB in predicting purchase intentions of STLM. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sport, Business and Management: An International Journal Emerald Publishing

The theory of planned behaviour and intention of purchase sport team licensed merchandise

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
2042-678X
DOI
10.1108/SBM-02-2014-0005
Publisher site
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Abstract

Purpose– The purpose of this paper is to predict intentions to purchase sport team licensed merchandise (STLM) using the theory of planned behavior (TPB). Design/methodology/approach– Three constructs of the TPB such as attitudes, subjective norms, and perceived behavioral control (PBC) were used to predict purchase intention of STLM. In an effort to increase the level of prediction, additional elements – past behavior and role identity – were included. A total of 384 university students participated in the survey. Findings– The results indicated that attitude, subjective norms, and PBC accounted for 64 percent of the variance in purchase intention of STLM. Past behavior and role identity explained an additional 9.3 percent of the variance in purchase intentions. Past behavior was the strongest predictor of purchase intention. Originality/value– The results showed the efficacy of the TPB in predicting purchase intentions of STLM.

Journal

Sport, Business and Management: An International Journal – Emerald Publishing

Published: May 9, 2016

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