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.

Xinyu Guo. Fitness Studio Consumer Behavior Research Summary. International Journal of Frontiers in Sociology (2023), Vol. 5, Issue 7: 55-61. https://doi.org/10.25236/IJFS.2023.050709.

[1] Pan Jiangtao. (2022). Research on the influence of user perceived value on use intention of Chinese podcast platform (master's dissertation, Shandong University).

[2] Shan Fengxia. (2019). Research on the Development of Urban Leisure Sports in China from the perspective of ecological civilization (doctoral dissertation, Shanghai Institute of Physical Education).

[3] Zu Jinhan. (2020). Research on user usage behavior of mobile short video APP based on UTAUT2 model (master's thesis, Jilin University of Finance and Economics).

[4] Baena-Arroyo M J, García-Fernández J, Gálvez-Ruiz P, et al. Analyzing consumer loyalty through service experience and service convenience: Differences between instructor fitness classes and virtual fitness classes. Sustainability, 2020, 12(3): 828.

[5] Pizzo A D, Baker B J, Jones G J, et al. Sport experience design: Wearable fitness technology in the health and fitness industry. Journal of Sport Management, 2020, 35(2): 130-143.

[6] Bearden W O, Netemeyer R G. Handbook of marketing scales: Multi-item measures for marketing and consumer behavior research. Sage publications, 1999.

[7] Rook D W, Fisher R J. Normative influences on impulsive buying behavior. Journal of consumer research, 1995, 22(3): 305-313.

[8] Kercher V M, Kercher K, Bennion T, et al. Fitness trends from around the globe. ACSM's Health & Fitness Journal, 2021, 25(1): 20-31.

[9] Shahab, Muhammad Hamza, Ezlika Ghazali, and Mozard Mohtar. "The role of elaboration likelihood model in consumer behaviour research and its extension to new technologies: A review and future research agenda." International Journal of Consumer Studies 45.4 (2021): 664-689.

[10] Ahmmadi P, Rahimian M, Movahed R G. Theory of planned behavior to predict consumer behavior in using products irrigated with purified wastewater in Iran consumer. Journal of Cleaner Production, 2021, 296: 126359.

[11] Chopra A, Avhad V, Jaju S. Influencer marketing: An exploratory study to identify antecedents of consumer behavior of millennial. Business Perspectives and Research, 2021, 9(1): 77-91.

[12] Lee C H, Chen C W. Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information, 2021, 12(6): 241.

[13] Yin J, Shi S. Social interaction and the formation of residents low-carbon consumption behaviors: An embeddedness perspective. Resources, Conservation and Recycling, 2021, 164: 105116.

[14] Melnyk V, Carrillat F A, Melnyk V. The influence of social norms on consumer behavior: A meta-analysis. Journal of Marketing, 2022, 86(3): 98-120.