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dc.contributor.authorChang, Ching-Hung
dc.contributor.authorRobinson, Leigh
dc.contributor.authorShu, Shih-Tung Shu
dc.contributor.authorShang-Chun, Ma
dc.identifier.citationChang, C.H., Leigh, R., 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. DOI: 10.1108/IJSMS-10-2018-0107.en_US
dc.descriptionArticle published in International Journal of Sports Marketing and Sponsorship on 25 July 2019, available at:
dc.description.abstractPurpose: 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.en_US
dc.relation.ispartofseriesInternational Journal of Sports Marketing and Sponsorship;
dc.titleFitness innovativeness, duration of stay, and revisit behavior: a moderation relationshipen_US
rioxxterms.funderCardiff Metropolitan Universityen_US
rioxxterms.identifier.projectCardiff Metropolian (Internal)en_US

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