Hur, Youngjin; Ko, Yong Jae; Claussen, Cathryn L - In: International Journal of Sports Marketing and Sponsorship 12 (2011) 3, pp. 13-27
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...