How expanded servicescape shapes fitness center members' decision-making processes: a stimulus-organism-response (SOR) model perspective

Caner Özgen, Euisoo Kim, Hüseyin Köse, Velittin Balcı, Hüseyin Çevik
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Abstract

Purpose

The purpose of this research is to examine the holistic impact of expanded servicescape stimuli (physical, social, socio-symbolic, natural) on the decision-making processes (emotional, attitudinal, normative, and control) of fitness center members and consequently, the indirect effects on behavioral intentions (response) within the Stimulus-Organism-Response (SOR) model.

Design/methodology/approach

A total of 336 fitness center members were reached using the convenience sampling method. The fundamental methodological principles of structural equation modeling (SEM) were followed to validate the proposed theoretical model and test the hypotheses.

Findings

The results revealed that the holistic servicescape stimuli of fitness centers affect the emotional, normative, attitudinal, and control variables in the psychological decision-making processes of members, thereby influencing their intentions to maintain their fitness center memberships.

Originality/value

This study significantly advances the literature by empirically demonstrating the combined effects of expanded servicescape stimuli on the decision-making processes of fitness center customers. Thus, providing valuable insights for both academics and practitioners in environmental psychology and sports marketing.

目的本研究旨在探讨在刺激-组织-反应(SOR)模型中,扩展的服务景观刺激(物理、社会、社会象征、自然)对健身中心会员决策过程(情感、态度、规范和控制)的整体影响,以及由此对行为意向(反应)的间接影响。研究结果显示,健身中心的整体服务景观刺激影响了会员心理决策过程中的情感、规范、态度和控制变量,从而影响了他们保持健身中心会员身份的意愿。因此,它为环境心理学和体育营销领域的学者和从业人员提供了宝贵的见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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