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.
|Journal||International Journal of Sports Marketing and Sponsorship|
|Publication status||Accepted/In press - 2019 Jan 1|
All Science Journal Classification (ASJC) codes
- Business and International Management