Understanding Purchasing Intentions in Secondary Sports Ticket Websites
Document Type
Article - Merrimack Access Only
Publication Title
International Journal of Sports Marketing & Sponsorship
Publication Date
2014
Abstract/ Summary
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.
Repository Citation
Ahn, T.,
Suh, Y. I.,
Lee, J. K.,
&
Pedersen, P. M.
(2014). Understanding Purchasing Intentions in Secondary Sports Ticket Websites. International Journal of Sports Marketing & Sponsorship, 16(1), 40-54.
Available at: https://scholarworks.merrimack.edu/spm_facpub/3
