An examination of US golfers' communication behaviours across consumer innovativeness

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.

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Year of publication:	2015
Authors:	Kim, Soojin ; Kim, Yongjae
Published in:	International Journal of Sports Marketing and Sponsorship. - Emerald Group Publishing Limited, ISSN 2515-7841, ZDB-ID 2238604-X. - Vol. 16.2015, 5, p. 56-72
Publisher:	Emerald Group Publishing Limited
Subject:	Consumer \| Innovativeness \| Golf \| Segmentation

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/IJSMS-16-05-2015-B005 [DOI]
Source:	Other ZBW resources

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