Paek, Bomin; Morse, Alan; Kim, Minjung; Jung, Hoyoon - In: International Journal of Sports Marketing and Sponsorship 22 (2020) 4, pp. 721-736
Purpose: Due to the increased growth of Internet users, the examination of compelling online shopping behavior has emerged as a vital topic in developing positive consumer behaviors. However, there is a dearth of studies into how consumers of sport merchandise in the online setting spend their...