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

Theeralak Satjawathee, Shang-Chun Ma (), Shih-Tung Shu and Ching-Hung Chang ()
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Theeralak Satjawathee: International College for Interdisciplinary Studies, Payap University, Super-Highway Chiang Mai-Lumpang Road, Amphur Muang, Chiang Mai 50000, Thailand
Shang-Chun Ma: Institute of Physical Education, Health & Leisure Studies, National Cheng Kung University, No. 1, University Road, Tainan 701, Taiwan
Shih-Tung Shu: International College for Interdisciplinary Studies, Payap University, Super-Highway Chiang Mai-Lumpang Road, Amphur Muang, Chiang Mai 50000, Thailand
Ching-Hung Chang: Department of Kinesiology, Health, and Leisure Studies, National University of Kaohsiung, 700, Kaohsiung University Rd., Nanzih District, Kaohsiung 811, Taiwan

Sustainability, 2022, vol. 15, issue 1, 1-13

Abstract: 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.

Keywords: use variety; use frequency; moderating effect; satisfaction; revisit intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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