The current study sought to identify the effect of team identification on brand attitude and purchase intention in terms of team logo changes. Doubly Multivariate Analysis of repeated measures, 2 (logo change: original and redesigned logo) × 3 (team identification: high, moderate, and low), was conducted on attitude toward the brand and purchase intention of team-logoed merchandise. The results showed that there were significant differences between fans with high identification and fans with low identification. The findings of this study can be beneficial for both sport industry practitioners and marketing scholars by providing an understanding of brand attitude and purchase intention related to new redesigned logos based upon different levels of team identification.

With the emergence of new technologies, the importance of e-service quality is being emphasised by sports marketing practitioners, who are focusing their efforts on improving how sports fans perceive, and are satisfied by, e-services (Loakimidis, 2010). Along with the importance of e-service quality, team identification is receiving a great deal of attention by sports marketing researchers, in order to home in on the different levels of sports fans' involvement with their team. However, few research efforts are being made to identify the relationships between team identification, e-service quality (e-SQ), satisfaction and behavioural intention. Therefore, the purpose of the current study is to investigate the impact of team

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.

Research question: This study sought to answer the following research question: What are the significant determinants influencing online users' attitudes to sports websites? Specifically, this investigation examined (1) the direct and indirect effects of web content and perceived interactivity and (2) the moderating effect of web organization on attitudes.Research methods: Respondents (N = 329) from a large university in the USA were utilized to test a conceptual model in this study. Structural Equation Model (SEM) analysis was used to test four research hypotheses. Results and findings: The results showed that two web content components, entertainment (β = .31, p < .01) and information (β = .22, p < .01), directly influenced the users' attitude toward sport websites, while perceived interactivity directly (β = .28, p < .01) and indirectly (perceived interactivity → entertainment; β = .28, p < .01; perceived interactivity → information; β = .30, p < .01) affected to the attitudes. In addition, web organization played a moderate role between perceived interactivity and users' attitude toward sport websites. Implications: The findings of this study suggest that sport marketers need to place more emphasis on perceived interactivity and web organization, which significantly affect overall attitudes toward their affiliated websites. It would be particularly beneficial for sport marketers to use the interactive content of sport websites to reach current and potential users, but it is important to note that for the interactivity functions to be effective they should be well organized.

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