An examination of US golfers' communication behaviours across consumer innovativeness

Abstract

In the diffusion of innovation framework, this study identified three distinct segments of golf product consumers using a cluster analysis and explored potential differences between segments on communication behaviours related to innovativeness. Results indicate that the members of each cluster show varying degrees of innovativeness for new golf products. Each cluster also was further distinguished based upon communication behaviours.

Citation

Kim, S. and Kim, Y. (2015), "An examination of US golfers' communication behaviours across consumer innovativeness", International Journal of Sports Marketing and Sponsorship, Vol. 16 No. 5, pp. 56-72. https://doi.org/10.1108/IJSMS-16-05-2015-B005