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Fitness innovativeness, duration of stay, and revisit behavior: a moderation relationship

Ching-Hung Chang (Department of Kinesiology, Health, and Leisure Studies, National University of Kaohsiung , Kaohsiung, Taiwan)
Leigh Robinson (Cardiff School of Sport and Health Sciences, Cardiff Metropolitan University , Cardiff, UK)
Shih-Tung Shu (Department of Marketing and Distribution Management, National Kaohsiung University of Science and Technology , Kaohsiung, Taiwan)
Shang-Chun Ma (Institute of Physical Education, Health, and Leisure Studies, National Cheng Kung University , Tainan, Taiwan)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 6 August 2019

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Abstract

Purpose

Customers’ innovativeness regarding services and products affects their purchase behavior. The purpose of this paper is to examine the moderation effect of fitness innovativeness (FI) (domain-specific innovativeness) and duration of stay on fitness customers’ revisit frequency.

Design/methodology/approach

This is a quantitative study. The purposive sampling survey method was used to obtain samples from the Taipei Nangang Fitness Center. Data were analyzed by moderated regression analysis.

Findings

The empirical results from 192 valid questionnaires that were obtained for data analysis revealed that FI has a positive impact on revisit frequency, and this impact is further increased if an individual is inclined to exercise and to stay longer at the fitness center.

Originality/value

A matrix of fitness innovator segments was developed to illustrate the research and managerial implications.

Keywords

Citation

Chang, C.-H., Robinson, L., Shu, S.-T. and Ma, S.-C. (2019), "Fitness innovativeness, duration of stay, and revisit behavior: a moderation relationship", International Journal of Sports Marketing and Sponsorship, Vol. 20 No. 4, pp. 634-645. https://doi.org/10.1108/IJSMS-10-2018-0107

Publisher

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Emerald Publishing Limited

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