The Effects of Sports Team Evangelism on Licensed Product Purchase Intention: The Moderating Role of Website Usage Quality

Gökhan Aydin
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Gökhan Aydin: Ataturk University

Business and Economics Research Journal, 2025, vol. 16, issue 3, 339-357

Abstract: This study aims to investigate the impact of sports team evangelism on licensed product purchase intention, with a particular focus on the moderating role of website usage quality in this relationship. The research was conducted using questionnaires with a total of 422 students studying at Atatürk University Faculty of Sports Sciences, selected through a convenience sampling method. In order to test the hypotheses, the moderating effect in the relationship between variables was examined using Process “Model 1”, and a moderated multiple regression (MMR) analysis was performed. According to the regression analysis results, it is seen that the model explains approximately 49% (R²=0.492) of the variance in the intention to purchase licensed products. It was found that sports team evangelism and website usage quality have positive and significant effects on the intention to purchase licensed products. The interactive effect (moderating effect) of sports team evangelism and website usage quality variables on the intention to purchase licensed products was found to be significant. The results show that sports team evangelism and website usage quality are important factors in shaping fans' purchase intention. While sports team evangelism strengthens fans' purchase intention by increasing their emotional bond and loyalty with the team, website usage quality also plays a moderating role in further strengthening this relationship.

Keywords: Fan; Evangelism; Licensed Product; Purchase Intention; Website Usage Quality (search for similar items in EconPapers)
JEL-codes: L67 Z29 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ris:buecrj:021435

DOI: 10.20409/berj.2025.471

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