Geumchan Hwang, Ph.D.
Assistant Professor of Sport Management
Department of Human Performance and Health Education
College of Education and Human Development
Western Michigan University
Abstract:
The purpose of the study is to examine how online customer reviews and perceived credibility of online shopping sites affect sport consumers’ product purchase intentions online. A total of 213 samples were collected from college students attending universities in East and Midwest areas in the United States. Hierarchical regression analyses were conducted to predict online purchase intention and to test mediating effects of the perceived credibility of the website. The results of the study revealed that the perceived influence of customer reviews and the perceived credibility of the website predicted online purchase intention. There was a mediating effect of the perceived credibility of the website on the relationship between attitude toward customer reviews and online purchase intention. This study provides online marketers with practical information regarding how to take advantage of information from customer reviews on websites in order to promote sport consumers’ purchase behaviors.
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All statistics graduate students are expected to attend.