The purpose of this exploratory study was to identify and analyze the factors that contribute to perceived service quality, user satisfaction, and behavioral intention in covering megasporting events at the Main Media Center for the International Amateur Athletic Federation (IAAF) Track and Field World Championships. The data were collected…

The purpose of this study was to test a structural model to determine which psychosocial constructs affected the purchase intention of athletic team merchandise (ATM). Results from the analyses indicated that the twelve-factor ATM model fit the data from collegiate athletic events well, explaining the various impact factors that lead to purchase…

Various consumer values and perceived product attributes trigger consumptive behaviors of athletic team merchandise (Lee, Trail, Kwon, & Anderson, 2011). Likewise, using a principal component analysis technique on a student sample, a measurement scale was proposed that consisted of nine factors affecting the purchase of athletic team merchandise.…

With recognition of the need for studying eSports in this interactive digital communication era, this study explored 14 motivational factors affecting the time spent on eSports gaming. Using a sample of 515 college students and athletic event attendees, we further compared eSports game patterns to their non-eSport or traditional sport involvements…

Although it is evident that sales of team licensed merchandise (TLM) contribute to the overall consumption of sport, research efforts that comprehensively describe what triggers the consumption of TLM is lacking (Lee, Trail, Kwon, & Anderson, 2011). Therefore, based on multiple theories (i.e., values theory, identity theory, attitude theory, and…