Acceptance of sports websites: a conceptual model
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 April 2011
Abstract
The purpose of this study is to develop a Sport Website Acceptance Model (SWAM) based on the Technology Acceptance Model (TAM; Davis, 1989). To better explain sports fans' decision-making processes in using sports websites, we incorporated salient consumer variables as sports involvement and psychological commitment and added trustworthiness and enjoyment to the TAM. The paper concludes with implications for future research and for application to online sports business.
Keywords
Citation
Hur, Y., Ko, Y.J. and Claussen, C.L. (2011), "Acceptance of sports websites: a conceptual model", International Journal of Sports Marketing and Sponsorship, Vol. 12 No. 3, pp. 13-27. https://doi.org/10.1108/IJSMS-12-03-2011-B003
Publisher
:Emerald Group Publishing Limited
Copyright © 2011 by Winthrop Publications Limited