The Moderating Effect of Self-Efficacy on Fitness Use Innovativeness and Usage Pattern

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 s...

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Bibliographic Details
Published in:Sustainability 2022-12, Vol.15 (1), p.586
Main Authors: Satjawathee, Theeralak, Ma, Shang-Chun, Shu, Shih-Tung, Chang, Ching-Hung
Format: Article
Language:English
Subjects:
Behavior
Clubs
Consumer behavior
Consumers
Customer services
Health clubs
Hypotheses
Influence
Innovations
IPTV
Marketing
Self-efficacy
Self-efficacy (Psychology)
Sustainability
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Summary: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.
ISSN:2071-1050
2071-1050
DOI:10.3390/su15010586