The Moderating Effect of Self-Efficacy on Fitness Use Innovativeness and Usage Pattern

Marketing researchers agree that use innovativeness leads to variety-seeking behavior in service usage contexts. As fitness consumers are high-frequency users, user can be enriched by exploring the moderating effect of self-efficacy. This study explores self-efficacy on relationship between and patterns (usage variety frequency), investigates their mediation effects satisfaction revisit intention. A sample 234 participants from one largest public centers was employed test conceptual framework. The findings show has a positive with but no frequency. However, demonstrated its moderation relationships evidence conforms theory use-diffusion model. We finally developed matrix innovators illustrate related managerial implications for each segment.