Purpose: The purpose of this paper is to examine the link between sport event volunteer service performance and sport spectator experience that leads to future intentions. Design/methodology/approach: Subjects were the international visitors at a mega sporting event in South Korea (n=431). The...

Using the Uses and Gratifications paradigm, the present study examines motives for playing sport video games (SVG). Based on motivations, this study identifies segments of SVG users using a cluster analysis, and then explores potential similarities and differences between segments based upon...

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...