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The Effect of Web Cohesion, Web Commitment, and Attitude toward the Website on Intentions to Use NFL Teams' Websites

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  • Jae Seo, Won
  • Christine Green, B.
  • Jae Ko, Yong
  • Lee, Seunghwan
  • Schenewark, Jarrod
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    Abstract

    Sport teams are increasingly using their websites to create and nurture relationships with their fans. Like other leisure-based products and services, sport brands have a capacity to facilitate the development of brand communities. Websites can be a key context for the expression of brand community. This study examines the effects of perceived cohesion, commitment, and attitude toward the website on intent to use the website via a web survey of NFL team website users (N=144). Structural equation modelling was used to confirm a model in which commitment and attitude toward the website directly increased intention to use the website; cohesion and commitment directly enhance attitude toward the website; and, cohesion has a strong, positive association with commitment. Implications and practical applications for building web community are discussed, and directions for future research are suggested.

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    Bibliographic Info

    Article provided by Elsevier in its journal Sport Management Review.

    Volume (Year): 10 (2007)
    Issue (Month): 3 (November)
    Pages: 231-252

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    Handle: RePEc:eee:spomar:v:10:y:2007:i:3:p:231-252

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    Keywords: website cohesion commitment purchase intentions NFL;

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    1. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. " Brand Community," Journal of Consumer Research, University of Chicago Press, vol. 27(4), pages 412-32, March.
    2. Mahony, Daniel F. & Moorman, Anita M., 1999. "The Impact of Fan Attitudes on Intentions to Watch Professional Basketball Teams on Television," Sport Management Review, Elsevier, vol. 2(1), pages 43-66, May.
    3. Nowlis, Stephen M & Kahn, Barbara E & Dhar, Ravi, 2002. " Coping with Ambivalence: The Effect of Removing a Neutral Option on Consumer Attitude and Preference Judgments," Journal of Consumer Research, University of Chicago Press, vol. 29(3), pages 319-34, December.
    4. Donna L. Hoffman, 2000. "The Revolution Will Not Be Televised: Introduction to the Special Issue on Marketing Science and the Internet," Marketing Science, INFORMS, vol. 19(1), pages 1-3.
    5. Hill, Brad & Christine Green, B., 2000. "Repeat Attendance as a Function of Involvement, Loyalty, and the Sportscape Across Three Football Contexts," Sport Management Review, Elsevier, vol. 3(2), pages 145-162, November.
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