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This study proposed and examined a research model to explain sport consumers’ intentions to purchase licensed sport merchandise online. The model extends the TAM by adding the construct of trust in order to propose an adaptive model for the online sport context. The respondents were students (N = 266) attending a large university in the Midwestern United States. The proposed model included measures of perceived ease of use, perceived usefulness, trust, attitude, and online purchase intentions of licensed sport merchandise. Structural equation modeling was used to test the proposed model and the relationships among constructs that were indicated by multiple measures. The results indicated that the proposed model (x2/df = 2.48, NFI = .90, TLI = .92, CFI = .94, RMSEA = .075) fit the data with a degree of reasonable fit. The findings indicate a positive influence of perceived ease of use on perceived usefulness, perceived usefulness on attitude, and trust on attitude. 1 Yoo and Ross: Online Purchase Intentions Published by Digital Commons @ Kent State University Libraries, 2014

Understanding Online Purchase Intentions of Licensed Sports Merchandise through Integration of Technology Acceptance Model and Trust