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Mediating Roles of Perceived Ease of Use and Perceived Enjoyment between Psychological Commitment to a Team and Loyalty to the Team's Website

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Last updated: 04 Jan 2025

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Abstract

Although previous studies have considerably highlighted the importance of understanding various aspects of online sport consumer behavior (e.g., Brown, 2003; Filo & Funk, 2005; Hur et al., 2007), few studies have been conducted to investigate sport fan behavior in the online context. The purpose of this study is to examine mediating roles of perceived ease of use and perceived enjoyment between psychological commitment to a team and loyalty to the team's website. The results of structural equation modeling analyses revealed that perceived enjoyment is a partial mediating variable when explaining the relationship. This result implies that sport marketers should develop and manage a team's website with fun and enjoyable content to make loyal fans loyal to the website.

DOI

10.21608/jass.2011.84899

Keywords

Psychological Commitment, loyalty

Authors

First Name

Woo-young

Last Name

Lee

MiddleName

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Affiliation

Department of Kinesiology, University of Central Missouri, United States

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Volume

1

Article Issue

2

Related Issue

12773

Issue Date

2011-07-01

Receive Date

2011-05-01

Publish Date

2011-07-01

Page Start

5

Page End

13

Print ISSN

2357-0024

Online ISSN

2357-0059

Article File

JASS_Volume 1_Issue 2_Pages 5-13.pdf

PDF . 313.6kB

Link

https://jassalexu.journals.ekb.eg/article_84899.html

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https://jassalexu.journals.ekb.eg/service?article_code=84899

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2

Type

Original Article

Type Code

1,203

Publication Type

Journal

Publication Title

Journal of Applied Sports Science

Publication Link

https://jassalexu.journals.ekb.eg/

MainTitle

Mediating Roles of Perceived Ease of Use and Perceived Enjoyment between Psychological Commitment to a Team and Loyalty to the Team's Website

Details

Type

Article

Created At

22 Jan 2023