City University of Macau, Macau, 999078, China
Consumer characteristics and behavior patterns of fitness studios. The consumers of fitness studios are mainly young people, they have high income level and education level, they pay attention to their image and health, and they like to try new and personalized things. The consumer behavior mode of fitness studios mainly includes the following aspects: Their needs and expectations for fitness studios include more professional, personalized, flexible, diversified and convenient services. Specifically, expected performance, effort expectations, social influence, facilitators, hedonistic motivation, price trade-offs, and habits are all factors that influence behavioral intention because their regression coefficient values are all positive and significant.
Consumer Behavior, Fitness Studio, Utaut2 Model, Willingness to Use
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