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1. Introduction
The skateboard industry is a really young discipline which was born in the US during the
70’s. From the beginning, skateboard videos have been made. In fact, crews, teams and
individuals are able to show their performances through videos. In the late 90’s the “skatebusiness” appeared and it was understood that the best way to highlight their brand was not
to be present in a local contest but to create videos with a famous team which rides in the
most famous places around the world. In addition, ten years ago, the skateboard industry
was following one fashion after another. There was no differentiation between competitors
and some brands decided to break the trend and impose their own style. These brands
realized that to create a personalized community which is highly committed to the brand is a
good way to influence their attitude and create a strong purchase intention. More and more
of these videos are creative, more and more they use good skateboarders and make it look
like a real movie with a story and with elements that allow the viewer to get lost in another
At the beginning of the “skate-business”, there was only the video K7 or DVD on which to
watch a skateboard video. Therefore it was something really special and rare, it was
expensive. Also with the development of Internet it is easy to share videos and reach a huge
number of potential customers. It is free and allows the viewer to compare in “one click” two
brands from his own opinion easily. So nowadays, brands continue to produce DVDs but the
internet is more and more at the center of the marketing and communication strategy.
The present study analyzes in details the different attitudes towards skateboard videos and
the influence on purchase intention. This research will also try to compare medias and their
contribution. A modification of Technology acceptance model will be used to investigate the