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Impulse Purchases of Sport Team Licensed Merchandise: What Matters?

Harry H. Kwon and Ketra L. Armstrong

This two-stage study investigated a proposed model of impulse buying of sport team licensed merchandise among college students (N = 464) enrolled in a large Midwestern university. The proposed model included measures of impulsivity, psychological attachment to sport, and financial situation. The proposed model was tested with structural equation modeling. The results indicated that the proposed model (RMSEA = .058; NFI = .916; CFI = .947, χ2/df = 2.57), along with the partial models of impulsivity (RMESA = .062, NFI = .96, CFI = .98, χ2/df = 2.78) and psychological attachment (RMSEA = .057; NFI = .98; CFI = .988, χ2/df = 2.50), fit the data with a degree of reasonable fit. This study illustrates how personal, psychosocial, and situational factors might interact to influence impulse buying of sport team licensed merchandise.

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The Mediating Role of Perceived Value: Team Identification and Purchase Intention of Team-Licensed Apparel

Harry H. Kwon, Galen Trail, and Jeffrey D. James

The purpose of this study was to investigate the potential mediating effect of perceived value in the relationship between team identification and intent to purchase collegiate team-licensed apparel. Direct effect, partially mediated, and fully mediated models were compared. The respondents were students (N = 110) attending a large university in the southeastern United States. Participants first completed the Team Identification Scale and then viewed a slide depicting an article of licensed merchandise (t-shirt). Participants next completed the Perceived Value and Purchase Intention Scales. Goodness-of-fit statistics indicated that the direct effect model did not fit the data. The partially mediated and the fully mediated models fit equally well; the latter was more parsimonious and thus was chosen for further analysis. Team identification explained 13.2% of the variance in perceived value; perceived value explained 42.6% of the variance in purchase intentions. The findings indicate that team identification alone did not drive the purchase intentions in this study; it is important to take into account the perceived value of the team-licensed merchandise.