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Personality Traits and Purchase Motivation, Purchase Intention among Fitness Club members in Taiwan: Moderating Role of Emotional Sensitivity

Year: 2022

Type: article

Abstract: This study aimed to investigate the relationship between personality characteristics and purchase intentions among Taiwanese 􀅫itness club members and the moderating effects of emotional sensitivity based on theoretical support provided by planned behavior theory and resourcebased theory.In a cross-sectional survey design using a convenient sampling technique, 360 study participants who were active members of 􀅫itness clubs in Taipei, Taiwan, were requested to 􀅫ill an online questionnaire.Structural Equation Modeling (SEM) 􀅫indings indicate that personality traits positively impact 􀅫itness club customers' purchase motivation and intentions.Results also indicated novel 􀅫indings that customers' emotional sensitivity positively moderates the relationship between af􀅫inity, diligence, integrity, open learning, purchasing intention, and motivation.This study's innovative 􀅫indings, supported by well-known theories, provided key insights for 􀅫itness club administration, practitioners, and policymakers in various ways.Several signi􀅫icant policy recommendations call for future studies are suggested with theoretical and practical implications.

Source: Pakistan Journal of Life and Social Sciences (PJLSS)

DOI: 10.57239/pjlss-2022-20.1.0010

Authors: Ching Te Lin, Ling Yu Wang, Chin Cheng Yang, Ali Akbar Anggara, Kuei Wen Chen

Institutions: National Changhua University of Education, Chaoyang University of Technology, Muhammadiyah University Purwokerto

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W4312968393

FWCI: 1.4

Cites:

Cited by: 10

Related to: 10