Predicting decisions to purchase from sponsors of the Vancouver 2010 Olympics. (2014)

• Record Type: Journal Article
• Authors: Potwarka, Luke R.; McCarville, Ron E.; Kaplanidou, Kyriaki
• Is Part Of: International journal of sport management and marketing. Volume 15:Number 5/6(2014)
• Page Start: 238
• Page End: 260
• Publication Date: 2014
• Subjects: theory of planned behaviour -- TPB -- sponsorship -- purchase decisions -- purchase behaviour -- sponsorship effects -- Vancouver Olympics -- 2010 Olympics -- buyer motivation -- young adults -- Canada -- Olympic Games -- Winter Olympics -- Olympic sponsors -- subjective norms -- descriptive norms -- past behaviour -- purchase intention; Sports administration -- Periodicals; Sports -- Marketing -- Periodicals; 796.069
• Languages: English
• ISSNs: 1475-8962

Abstract

Our purpose was to understand motivational factors associated with peoples' decision to purchase products/services from sponsors of the Vancouver 2010 Olympics. To achieve this purpose, we employed and extended Ajzen's theory of planned behaviour (TPB). A three-phase, mixed method data collection process was completed among a sample of young adults living in Canada (N = 471). Our extended TPB model accounted for 61% of the variance in intention and 58% of the variance in self-reported purchase behaviour. Attitude toward the behaviour, subjective norms, descriptive norms and past behaviour emerged as significant predictors of purchase intention. Intention, in turn, predicted self-reported purchase behaviour. We conclude that the TPB can offer sponsorship researchers a sound theoretical model for understanding purchase decisions. Implications for sponsorship marketers are discussed.