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

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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)

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.

Suggested Citation

  • Theeralak Satjawathee & Shang-Chun Ma & Shih-Tung Shu & Ching-Hung Chang, 2022. "The Moderating Effect of Self-Efficacy on Fitness Use Innovativeness and Usage Pattern," Sustainability, MDPI, vol. 15(1), pages 1-13, December.
    • Handle: RePEc:gam:jsusta:v:15:y:2022:i:1:p:586-:d:1018911
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    References listed on IDEAS

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