Website Adoption By Local Sporting Bodies In Australia And New Zealand

Local sporting clubs rely heavily on volunteers to run and manage their everyday activities. Some clubs are turning to Internet technologies, such as club websites, to assist them in carrying out these functions. However, little is known about the effect that the adoption of these websites has on these clubs. Community organisations such as sporting clubs often face difficulties in regards to the use of many information and communications technologies, with low adoption levels. Using Rogers’ (2003) innovation-decision process as a guiding framework, this study examined five sporting associations in Australia and New Zealand with respect to their website adoption using a combination of surveys and interviews. The results show diverse levels of website adoption by local sporting clubs across different sporting associations. Some of these differences occur in relation to the influence that institutions (such as sporting associations and peak bodies) have over club decision making, but in other instances adoption decisions are made within the club by members and stakeholders. The most common reason for non-adoption was a lack of expertise. Lack of time was mentioned by a few interviewees but was not prominent. Cost was not mentioned as an inhibitor. In relation to benefits, the club website provided a means of communication of information from the club to its members and the chance to market to potential members. Also, the website could be used as a means to present current match results and player statistics.