dc.description.abstract | In recent years, with the economic recovery, increased leisure time, and the promotion of government, people pursue lifestyles of health and sustainability. The status reveals that sport industry contains a variety of commercial possibilities. By the implementation of effective strategies, fitness club should be expanded more smoothly. The purposes of study are discussing the major factors that influencing the intention of attending fitness club from the view of consumers.
This research based on the viewpoints of social cognitive theory and theory of planned behavior. Furthermore, the study explores the effects of outcome expectancy, social support, and capability and resource on intention of attending fitness club. Then, probing for the differences and interferes of demographic variables. The research results show that:
1.Outcome expectancy, social support, and capability and resource have positive influences on attending intention with different effect.
2.In different age group, outcome expectancy, capability and resource, and attending intention of youths are higher than middle-aged adults and elders. Comparing with different income, outcome expectancy of low-income group and middle-income group are higher than high-income group. But the results don’t show interferes.
3.After extracting factors from outcome expectancy, social support, and capability and resource, find five principal components. Comparing with demographic variables, the five components have different effects on intention.
Key words:Fitness club, the theory of planned behavior, social cognitive theory, intention. | en_US |