Although sales of athletic team merchandise (ATM) contribute to the overall consumption of sport, a research effort that comprehensively measures aspects that trigger the consumption of ATM is lacking. In light of the gap, utilizing multiple theories and other concepts that describe product consumption, the authors of this article empirically examined a theoretical model to explain ATM purchasing intention. Seven hundred thirty-six individuals who had previously purchased ATM participated in the surveys. The confirmatory factor analyses suggests that the ATM model, consisting of personal values, team identification, brand attitude, past expenditure, perceived product attributes, expectancy disconfirmation, satisfaction, and purchase intention, has good psychometric properties, and is a good measurement for the purchase intention of ATM. Comprehensiveness of the model suggests researchers should measure factors explaining various commonly occurring consumption activities at a domain level. (Contains 3 tables.)