OU scholars receive Outstanding Paper Award in 2020 Emerald Literati Awards
09 February 2021
School:
Lee Shau Kee School of Business and Administration
Awarded Paper:
“Sport technology consumers: Segmenting users of sports wearable devices based on technology readiness”
Award:
Outstanding Paper Award of 2020 Emerald Literati Awards
Details:
The Emerald Literati Awards has been set up for 26 years. It recognizes authors' and reviewers' remarkable contributions and dedication to academic research and publication.
The paper titled "Sport technology consumers: Segmenting users of sports wearable devices based on technology readiness", which is co-authored by Dr Chiu Wei-sheng, Associate Professor of the Lee Shau Kee School of Business and Administration, and Mr Chow Kin-fung, Lecturer of the School, was awarded the Outstanding Paper Award in 2020 Emerald Literati Awards. The two scholars conducted a cluster analysis to classify the current users of sport wearable devices into distinct segments based on their technology readiness in order to better understand their profiles and usage patterns. The research findings provide insightful implications for marketers to devise proper marketing strategies to each segment.
