The contribution of local (“grassroots”) sporting clubs to their economies amounts to billions of dollars. These clubs typically rely on volunteers who use Internet platforms (such as websites and social media) to support their roles. Use of the Internet can assist these volunteers by facilitating improved information access, communication, and efficiency. Little is known about how local sporting clubs use this important information systems' function. This study extends Burgess' (2016) web presence pyramid model to examine factors leading to differences in Internet use by athletics and cricket clubs in the United Kingdom and Australia. The findings suggest that higher adoption levels of websites set up by clubs and social media and more sophisticated Internet usage are apparent in “upper” level (or well‐resourced) local clubs than in “lower” level clubs, but with some important variations (such as interventions by sport governing bodies) that may assist smaller clubs to adopt online platforms. Guidance on using the extended model in other contexts is offered, as is advice for clubs and sporting associations looking to improve their use of Internet platforms.

中文翻译：

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绘制当地小型体育俱乐部的在线形象

当地（“草根”）体育俱乐部对其经济的贡献达数十亿美元。这些俱乐部通常依靠使用Internet平台（例如网站和社交媒体）的志愿者来支持自己的角色。互联网的使用可以通过改善信息访问，交流和效率来帮助这些志愿者。关于当地体育俱乐部如何利用这一重要信息系统的功能，人们知之甚少。这项研究扩展了Burgess（2016）的网络存在金字塔模型，以研究导致英国和澳大利亚的体育和板球俱乐部在互联网使用方面存在差异的因素。研究结果表明，与“较低”级别的俱乐部相比，“较高”级别（或资源丰富的）本地俱乐部在俱乐部和社交媒体建立的网站上的采用水平更高，并且互联网使用更加复杂，但存在一些重要的变化（ （例如体育管理机构的干预）可能会帮助较小的俱乐部采用在线平台。提供了在其他情况下使用扩展模型的指南，以及为俱乐部和体育协会寻求改善其Internet平台使用的建议。