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- W4313361098 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." @default.
- W4313361098 created "2023-01-06" @default.
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- W4313361098 date "2022-12-29" @default.
- W4313361098 modified "2023-09-25" @default.
- W4313361098 title "The Moderating Effect of Self-Efficacy on Fitness Use Innovativeness and Usage Pattern" @default.
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- W4313361098 doi "https://doi.org/10.3390/su15010586" @default.
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