Prioritised risk relievers in purchasing licensed sport merchandise online: influence of product price as purchase involvement
by Doyeon Won, Cindy Lee
International Journal of Sport Management and Marketing (IJSMM), Vol. 9, No. 3/4, 2011

Abstract: The current study was aimed at exploring the relative importance of five risk relievers in the purchase involvement level of licensed sport merchandise (replica and authentic team jersey) purchasing. To investigate the effects of purchase involvement, the current study employed a conjoint experiment with a two-group random-assignment design. The level of purchase involvement was manipulated by different levels of price in the purchase of licensed sport merchandise on the internet. Compared to the low product involvement group, participants in the high product involvement group placed greater importance on the availability of a warranty, the amount of product information, and the type of website. The subsequent cost-utility and cluster analyses were also conducted to explore cost-effective risk reduction strategies and to identify market segments.

Online publication date: Sat, 21-Feb-2015

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