Club fan shop or not? A conjoint analysis of online jersey purchase behavior

Abstract

PurposeThe relevance of merchandise for professional football clubs is uncontroversial. Especially the constantly growing e-commerce sales elicits disruptive market changes such as global brand visibility or data-driven customer relationship management strategies. To exhaust these possibilities, it is a precondition that merchandising costumers choose the official online fan shop as the first choice channel instead of a third-party supplier. Thus, the purpose of this study is to figure out if the club as a retailer and the loyalty to a club influence the fans' channel choice when purchasing licensed sports merchandise online.Design/methodology/approachTo do so, a choice-based conjoint analysis for a jersey purchase embedded in an online questionnaire was conducted (sample: n = 589) to investigate the importance of the online supplier, relative to the tangible factors price, shipping speed and free added values and the influence of fan loyalty within the e-commerce purchase channel choice.FindingsThe findings reveal that the price has the highest relative importance (47%), but, as a sport specific peculiarity, the relative importance of the online supplier (22%) is higher than added values (20%) and shipping speed (11%). But, these overall findings are significantly affected by the level of fan loyalty. Based on the findings, implications that influence the fans' decision-making practices are derived for clubs.Originality/valueThis study is the one of the first in sports management research, focusing straight on the purchase channel importance (affected by fan loyalty) when purchasing merchandising online.