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In the contemporary globalized sports industry, it is crucial for sport employees to cultivate an essential capability – cultural intelligence (CQ) – to excel in culturally diverse sport environments. The purpose of this study is to propose a comprehensive conceptual framework of sport employees' CQ for enhancing management practices in sport organizations.

By conducting a thorough literature review of relevant business and sport management literature, this research offers a synopsis of CQ and advocates for the advancement of a developed conceptual framework for sport employees' CQ (CQ-SE).

The conceptual framework of CQ-SE is proposed to facilitate employees’ effective integration into diverse environments within sport organizations. This framework identifies predictors that enhance sport employees’ CQ, moderating factors to provide deeper insights into these relationships and outcomes at individual, group and organizational levels. We additionally elaborate on the anticipated benefits for stakeholders, given the services provided by sport practitioners.

This study is one of the initial endeavors to conceptualize the concept of CQ for sport employees. This study contributes to the literature on sport organizational culture and human resource management by emphasizing the pivotal role of sport employees’ CQ in promoting greater inclusivity in sport organizations. We encourage sport management researchers to explore the application of CQ in sport contexts and empirically test the relationships proposed in this framework.

3D body scanning technology, when applied using smartphone applications, enhances interactions between consumers and companies using this technology by offering accurate measurements, personalized recommendations, virtual fitting and social interactions. Despite the worldwide 3D scanning technology market continuing to grow through these advantages, many consumers remain unaware of or do not use this technology. Thus, this study aims to examine how consumers perceive the consumption values of smartphone-based 3D body scanning technology and analyze their impact on usage intention.

Nettelo, a smartphone-based 3D body scanning application, was selected as the experimental platform. An online survey of US females aged 18 and above yielded 390 valid responses for the final analysis.

The findings reveal that users perceive the functional value as high, thereby influencing usage intention through trust and satisfaction. Social and epistemic values directly impact usage intention, while emotional and conditional values significantly affect trust and satisfaction.

The paper demonstrates the application of the theory of consumption values to smartphone-based 3D body scanning technology in the decision-making process and suggests ways for fashion companies to bridge the gap with consumers and innovatively enhance their experiences.