The purpose of this study was to propose and test a research model by adapting technology acceptance model, trust, perceived enjoyment, and sport identification to understand why and how sport consumers purchase sport products online. To achieve the purpose of the study, an online survey was conducted with a total of 527 undergraduate and graduate students from 14 universities in the U.S. using stratified purposeful sampling and respondent driven sampling methods. Through structural equation modeling, the model was tested to advance the understanding of online sport consumer behavior. The results from the study suggest the research model was relatively appropriate to explain the online sport consumer behavior (x2/df = 3.679, p < .001; CFI = .901; NFI = .869; TLI = .882; RMSEA = .071). The findings provide evidence that sport consumers are unique as hedonic and intrinsic rather than utilitarian in terms of online shopping of sport products. Additionally, trust was most influential as a motivator for using the Internet for purchasing sport products. However, utilitarian and extrinsic factors were not important contributors to the research model, as motivators from the original TAM, such as perceived ease of use, perceived usefulness, and attitude, did not influence online purchase intentions of sport products. Through a regression analysis, the moderating effect of sport identification was examined (β = .59, t (524) = 16.73, p < .001), suggesting that sport identification was a significant moderator when explaining online sport consumer behavior as consumers showed different consumption patterns depending on their level of sport identification. The study is one of the first to test the adapted TAM to examine the actual purchases of sport products online, and provide theoretical and practical implications.