Chair, Department of Sport Management & Associate Professor, Sport Management
My major line of research encompasses two main themes: (1) the effect of team identification on new media and technology, e.g., commercial sport website service quality, college athletic websites and secondary ticket websites, and (2) the effect of team identification on team merchandise consumption, e.g., new sport team logo design, sport brand alliance and ticket bundling.
Publications [SSCI Journals]
Ahn, T., Suh, Y., & Pedersen, P. M. (2014). Understanding purchasing intentions in secondary ticket websites. International Journal of Sports Marketing and Sponsorship.
Ahn, T., Hong, M., & Pedersen, P. M. (2014). The effects of perceived interactivity and web organization on user attitudes. European Sport Management Quarterly.
Ahn, T., Suh, Y., Lee, J., & Pedersen, P. M. (2013). Sport fans and their teams’ redesigned logos: An examination of the moderating effect of team identification on attitude and purchase intention of team-logoed merchandise. Journal of Sport Management, 27(1), 11-23.
Suh. Y., Ahn, T., & Pedersen, P. M. (2013). Examining the effects of team identification, e-service quality, and satisfaction on intention to revisit sport websites. International Journal of Sports Marketing and Sponsorship, 14(4), 261-278.
Conference Presentations
Lee, J., Ahn, T., & Lee, W. (2013). Talent wins games, but teamwork wins championships: The effects of cross-border strategic brand alliance on sports brand evaluation. Association for Education in Journalism and Mass Communication (AEJMC) Conference, Washington D.C.
Yoon, J., Ahn, T., Suh, Y., & Pedersen, P. M. (2013). Sport website effectiveness: An examination of interactivity, attitudes, and intentions. Sport Marketing Association (SMA) Conference. Albuquerque, NM.
Suh, Y., Ahn, T., & Pedersen, P. (2012). Factors affecting purchase intentions in the online secondary ticket: An examination of risk, usage, and trust related to the online secondary ticket marketplace. Sport Marketing Association (SMA) Conference. Orlando, FL. [It was awarded for the best poster presentation]
Ahn, T., & Suh, Y. (2012). The Effect of Perceive Risk and Trust on Purchase Intentions in Secondary Ticket Websites: Application of Extended Technology Acceptance Model (TAM). Sport Entertainment & Venues Tomorrow (SEVL) Conference at University of South Carolina. Columbia, SC.
