The purpose of this study was to examine purchasing intentions in online sports ticketing websites. Based on previous research related to business-to-consumer (B2C) e-commerce, this study developed a conceptual model to test the effect of perceived risk, trust and the Technology Acceptance Model (TAM) on purchase intentions in online secondary ticket websites. College students (N = 251) from the northeastern region of the United States were chosen as the sample. Structural Equation Modeling (SEM) was used to investigate the proposed relationships among four major components (i.e. perceived risk, trust, TAM and behavioural intention). The results showed that there were positive effects of key TAM constructs (i.e. perceived usefulness and ease of use) and trust on purchasing intention, but perceived risk was not a significant indicator of purchase intention.
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1 October 2014
Research Article|
October 01 2014
Understanding purchasing intentions in secondary sports ticket websites Available to Purchase
Taesoo Ahn;
Taesoo Ahn
Assistant Professor, Sport Management, Girard School of Business and International Commerce, Merrimack College, USA
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Young Ik Suh;
Young Ik Suh
Assistant Professor, Department of Sport Management, Claflin University, USA
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Jin Kyun Lee;
Jin Kyun Lee
Assistant Professor, School of Advertising & Public Relations, Hongik University F-405, 2639 Sejong-ro, Jochiwon-eup, Sejong-si, South Korea 339-701
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Paul M Pedersen
Paul M Pedersen
Professor, Sport Management, Department of Kinesiology, Indiana University, USA
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Publisher: Emerald Publishing
Online ISSN: 2515-7841
Print ISSN: 1464-6668
© 2014 by Winthrop Publications Limited
2014
licensed reuse rights only
International Journal of Sports Marketing and Sponsorship (2014) 16 (1): 35–49.
Citation
Ahn T, Ik Suh Y, Lee JK, Pedersen PM (2014), "Understanding purchasing intentions in secondary sports ticket websites". International Journal of Sports Marketing and Sponsorship, Vol. 16 No. 1 pp. 35–49, doi: https://doi.org/10.1108/IJSMS-16-01-2014-B004
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