PurposeCustomers’ 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/approachThis 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.FindingsThe 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/valueA matrix of fitness innovator segments was developed to illustrate the research and managerial implications.
International Journal of Sports Marketing and Sponsorship – Emerald Publishing
Published: Nov 4, 2019
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