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.
Kwon is with the National Institute of Education, Nanyang Technological University, Singapore. Trail is with the Sport Management Program, The Ohio State University, Columbus, OH. James is with the Sport Management Program, Florida State University, Tallahassee, FL.