Factors Influencing Consumer's Purchasing Intention Towards Licensed Sport Team Merchandise: A Study of the Korean Market

Abstract

Licensed sport team merchandise is products that include the manufacture and team logo that is sold to the public. The purpose of the study is to find out what factors influence the purchase intention among licensed sport team merchandise in the Korean market. In detail, price, perceived quality, manufacture brand image, and team brand image, was measured in the study along with fanship reacting as the moderating effect. To examine which elements influenced the purchase intention of licensed sport team merchandise, a survey method was conducted among random samples. Linear regression was conducted to see if price, perceived quality, manufacture brand image, and team brand image influence the purchase intention. The results of the study has shown that price, manufacture brand image, and team brand image were important elements for the purchase intention of licensed sport team merchandise. When fanship reacted as the moderator, the results showed that individuals became less sensitive about price, manufacture brand image, and team brand image.