Title: Prioritised risk relievers in purchasing licensed sport merchandise online: influence of product price as purchase involvement

Authors: Doyeon Won, Cindy Lee

Addresses: Department of Sport and Leisure Studies, Yonsei University, 50 Yonsei-ro, Seodaemun-gu, Seoul, 120-749, Korea. ' College of Physical Activity and Sport Sciences, West Virginia University, P.O. Box 6116, Room 236 Coliseum, Morgantown, WV 26506-6116, USA

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.

Keywords: risk relievers; conjoint analysis; licensed merchandise; internet shopping; sport merchandise; online shopping; product price; purchase involvement; sport marketing; replica team jerseys; authentic team jerseys; replica team shirts; authentic team shirts; replica kit; authentic kit; risk reduction; market segments.

DOI: 10.1504/IJSMM.2011.041573

International Journal of Sport Management and Marketing, 2011 Vol.9 No.3/4, pp.220 - 237

Available online: 26 Jul 2011 *

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