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

Author

Listed:
  • Won Jae Seo
  • B. Christine Green
  • Yong Jae Ko
  • Seunghwan Lee
  • Jarrod Schenewark

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.

Suggested Citation

  • Won Jae Seo & B. Christine Green & Yong Jae Ko & Seunghwan Lee & Jarrod Schenewark, 2007. "The Effect of Web Cohesion, Web Commitment, and Attitude toward the Website on Intentions to Use NFL Teams’ Websites," Sport Management Review, Taylor & Francis Journals, vol. 10(3), pages 231-252, September.
    • Handle: RePEc:taf:rsmrxx:v:10:y:2007:i:3:p:231-252
    DOI: 10.1016/S1441-3523(07)70013-X
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    Cited by:

    1. Kee-Young Kwahk & Byoungsoo Kim, 2017. "Effects of social media on consumers’ purchase decisions: evidence from Taobao," Service Business, Springer;Pan-Pacific Business Association, vol. 11(4), pages 803-829, December.
    2. Stavros, Constantino & Meng, Matthew D. & Westberg, Kate & Farrelly, Francis, 2014. "Understanding fan motivation for interacting on social media," Sport Management Review, Elsevier, vol. 17(4), pages 455-469.
    3. Kang, Chanho & Bennett, Gregg & Welty Peachey, Jon, 2016. "Five dimensions of brand personality traits in sport," Sport Management Review, Elsevier, vol. 19(4), pages 441-453.

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