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Mohsen Behnam, Mikihiro Sato, Bradley J. Baker, Vahid Delshab, and Mathieu Winand

Despite the increasing importance of customer knowledge management (CKM) as a strategic resource for sport service organizations, little sport management research has examined the link between CKM and consumers’ intention to use sport services. Using the psychological continuum model as the theoretical framework, this study examines whether CKM predicts consumers’ intention to use sport services. Participants (N = 686) were recruited from nonprofit sports clubs in Urmia, Iran. Structural equation modeling results revealed positive relationships between CKM, psychological involvement, perceived value, commitment, and intention to use. Furthermore, both CKM and psychological involvement had positive indirect effects on intention to use through perceived value and commitment. Findings from this study highlight the importance of psychological involvement and perceived value in promoting intention to use sport services at nonprofit sports clubs and CKM’s role as a key antecedent.