Volume 30, Issue 1, 2021
DOI: 10.24205/03276716.2020.2014
The Relation between Innovation and Revisit Frequency; A Moderating Role of Duration to Stay in Sports or fitness Club
Abstract
Purpose: This study aims to investigate the impact of vicarious innovativeness, fitness innovativeness, and adoption innovativeness on revisit frequency in fitness. Moreover, the moderating role of duration to stay was checked in these relations.
Method: The data for the study were collected from 311 members of different fitness clubs by using a purposive sampling technique and analyzed by applying structural equational modelling through AMOS. First of all, the reliability and validity of data were ensured and after that hypothesis were tested.
Results: The study results highlighted a significant effect of vicarious innovativeness, fitness innovativeness and adoption innovativeness on revisit frequency of members of fitness clubs. Further, the results revealed that duration of study moderates the relation between "vicarious innovativeness and revisit frequency", "fitness innovativeness and revisit frequency" and "adoption innovativeness and revisit frequency".
Originality: Many studies explored the effect of innovation on customer behaviour intention regarding the product. This research focuses on different types of innovations with reference to behaviour associated with fitness clubs and their innovative services.
Limitation: The study is limited to innovation from the perspective of sports or fitness clubs in China. Only three types of innovations are studied because of their relevancy with scope of study. The future studies can focus on fitness clubs of other countries and use frugal innovation as a fourth type. Futhermore, the same model can be studied from the organizational context with addition of radical innovation.
Implication: The policymakers, owners of fitness clubs, managers of fitness clubs and physical fitness trainers can use this study as a framework for their policy development.
Keywords
Vicarious Innovativeness; Adoption Innovativeness; Fitness Innovativeness; Revisit Frequency; Duration of Stay