Buyer or browser? An analysis of sports fan behaviour online

Full text for this resource is not available from the Research Repository.

Zhu, Zhang and Doyeon, Won (2010) Buyer or browser? An analysis of sports fan behaviour online. International Journal of Sport Marketing and Sponsorship, 11 (2). pp. 124-139. ISSN 1464-6668


This investigation evaluated four sports fan characteristics (fan identification, trust in internet shopping, attitude towards online purchasing, and perceptions of convenience) and two sports website characteristics (perception of product comparison service, and website price advantage) to assess their ability to differentiate licensed sports merchandise purchasers (buyers), and those who just browsed sports websites (browsers). The results made it possible to differentiate buyers and browsers based on ‘trust in internet shopping’, ‘attitude towards online purchasing’, ‘perceptions of convenience’, and ‘website price advantage’. Additionally, all six characteristics collectively explained sports merchandise consumers buying versus browsing.

Item type Article
Subjects Historical > Faculty/School/Research Centre/Department > Institute of Sport, Exercise and Active Living (ISEAL)
Historical > FOR Classification > 1504 Services
Historical > SEO Classification > 9104 Management and Productivity
Keywords ResPubID20459, licensed sports merchandise, online purchasing, browsers, fan identification
Download/View statistics View download statistics for this item

Search Google Scholar

Repository staff login