Murdoch University Research Repository

Welcome to the Murdoch University Research Repository

The Murdoch University Research Repository is an open access digital collection of research
created by Murdoch University staff, researchers and postgraduate students.

Learn more

Marketing implications of traditional and ICT-mediated leisure activities

Zorn, S.F., Lee, R.Y. and Murphy, J. (2009) Marketing implications of traditional and ICT-mediated leisure activities. Behaviour & Information Technology, 31 (4). pp. 329-341.

Link to Published Version:
*Subscription may be required


This study investigates the role of traditional and information and communication technology (ICT)-mediated leisure activities in consumer behaviour. An online survey of 558 members and 1319 ex-members of an Australian DVD rental company gathered preferences for nine traditional leisure activities and seven ICT-mediated leisure activities. The results of a cluster analysis showed four clusters with significant cluster differences across leisure activities and across demographics and consumer behaviours. For practitioners, the study illustrates how profiling customers on their leisure preferences can increase advertising effectiveness, reflect loyalty and help predict customer lifetime value. For academia, the results reveal how another consumer dimension, leisure activities, relates to demographic and behavioural characteristics.

Item Type: Journal Article
Murdoch Affiliation: Murdoch Business School
Publisher: Taylor and Francis
Copyright: Taylor and Francis
Item Control Page Item Control Page


Downloads per month over past year