Untitled

Abstract

Abstract:The relationship between sport consumers' motivation and purchase behaviors is a common antecedent in literature focusing on individuals' actual online consumption. This study examined a causal relationship between motivational patterns of online consumption and actual behaviors for Korean sport fans. A convenient sample of South Korean students in 150 numbers of 5 classes at a major private university in the western part of Korea participated in this study. The results indicated that while team and sport related factors such as convenience, team support, and technology knowledge directly influence Korean students' online consumption, interpersonal communication, and escape did not influence online consumption. In addition, Korean students' online consumption positively leads to higher level of merchandise products and game attendance. The results of this study suggest online sport marketers should understand different motivations and behaviors, and develop different marketing strategies to predict sport consumers.