Title: The effects of trust in internet shopping on sport consumers' intentions of purchasing licensed sport merchandise on the internet

Authors: Zhu Zhang, Doyeon Won

Addresses: School of Human Movement, Recreation and Performance, Victoria University, P.O. Box 14428, Melbourne VIC 8001, Australia. ' Department of Kinesiology, University of Georgia, 330 River Road, Athens, GA 30602, USA

Abstract: A theoretical framework of trust in internet shopping and intentions of purchasing Licensed Sport Merchandise (LSM) online was tested through Structural Equation Modelling (SEM) procedures. Confirmatory Factor Analysis supported the measurement model, which included scales to measure Trust in Internet Shopping, Transferred Trust, Experienced Trust, Psychological Attachment, and Intentions of Purchasing LSM online. The SEM showed that Transferred Trust and Experienced Trust held positive and significant associations with Trust in Internet Shopping. Trust in Internet Shopping and Psychological Attachment were positively and significantly associated with Intentions of Purchasing LSM online and, together, explained 50% of the variance in purchase intention.

Keywords: trust; psychological attachment; purchasing intentions; licensed sport merchandise; internet shopping; sport consumers; consumer intentions; sport marketing; online shopping; e-shopping; structural equation modelling.

DOI: 10.1504/IJSMM.2009.026758

International Journal of Sport Management and Marketing, 2009 Vol.6 No.1, pp.87 - 105

Available online: 25 Jun 2009 *

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