| Autor: |
Theeralak Satjawathee, Shang-Chun Ma, Shih-Tung Shu, Ching-Hung Chang |
| Jazyk: |
angličtina |
| Rok vydání: |
2022 |
| Předmět: |
|
| Zdroj: |
Sustainability; Volume 15; Issue 1; Pages: 586 |
| ISSN: |
2071-1050 |
| DOI: |
10.3390/su15010586 |
| Popis: |
Marketing researchers agree that use innovativeness leads to variety-seeking behavior in service usage in service contexts. As fitness consumers are high-frequency users, user behavior can be enriched by exploring the moderating effect of self-efficacy. This study explores the moderating effect of self-efficacy on the relationship between fitness use innovativeness and usage patterns (usage variety and usage frequency), and investigates their mediation effects on satisfaction and revisit intention. A sample of 234 participants from one of the largest public fitness centers was employed to test the conceptual framework. The findings show that fitness use innovativeness has a positive relationship with usage variety but has no effect on usage frequency. However, self-efficacy demonstrated its moderation effects on the relationships between fitness use innovativeness and usage variety and usage frequency. The evidence of the moderation effect of self-efficacy conforms to the theory of the use-diffusion model. We finally developed a matrix of fitness innovators to illustrate related managerial implications for each segment. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
|
