A Cross Cultural Study of Purchase Intention of Sponsored Products Based on American and Korean Spectators of the 2010 World Cup South Africa
Kevin K. Byon, Soonhwan Lee, Thomas A. Baker, (2014) "A cross-cultural study of purchase intention of sponsored products based on American and Korean spectators of the 2010 FIFA World Cup South Africa", Sport, Business and Management: An International Journal, Vol. 4 Issue: 2, pp.158-177
Posted: 12 Mar 2018
Date Written: 2014
Abstract
The purpose of this paper is: to explain the relative influence of attitude, subjective norm, and perceived behavioral control on purchase intention of the 2010 FIFA World Cup sponsored products; and to compare the purchase intention of American and Korean spectators toward sponsoring products of the 2010 FIFA World Cup. The structural equation modeling (SEM) revealed that subjective norm and perceived behavioral control were predictors of purchase intention. Further, multiple group analysis revealed that the path coefficient between subjective norm and purchase intention for the two groups was significantly different.
Keywords: Cross-culture, Theory of planned behaviour, Sponsorship, Media exposure
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