失而复得:健身房会员的主观规范

Q3 Economics, Econometrics and Finance

DLSU Business and Economics Review Pub Date : 2008-11-24 DOI:10.3860/BER.V18I1.695

Octavia Leeman, Jaime S. Ong

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引用次数: 6

摘要

行为意向是市场规划的一个关键方面，理解它并不简单，因为行为意向的形成涉及许多因素。本研究通过对健身会员的实证研究，试图更好地了解态度、主观规范和行为意向之间的关系。运用基于理性行为理论的模型，研究了态度和主观规范对加入健身房行为意愿的影响。分析结果表明，为了保持现有的健身房会员，健身房经营者应该利用倾向于健身房会员的态度。

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Lost and Found Again: Subjective Norm in Gym Membership

Understanding behavioral intention, a critical aspect of market planning, is not simple, as many factors are involved in the formation of behavioral intention. This study endeavored to better understand the relationship between attitude, subjective norm and behavioral intention in an empirical study of gym membership. Using a model based on the Theory of Reasoned Action, the study examined the influence of attitude and subjective norm on behavioral intention to join a gym. An analysis of the findings suggested that to maintain current gym members, a gym operator should capitalize on attitudes favoring gym membership.

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来源期刊

DLSU Business and Economics Review Economics, Econometrics and Finance-Economics, Econometrics and Finance (all)

CiteScore

0.80

自引率

0.00%

发文量

期刊介绍： The DLSU Business & Economics Review (DLSU B&E Review) publishes high quality theoretical, empirical, and methodological research in the fields of accounting, business management, commercial law, economics, finance, and marketing. The DLSU Business & Economics Review aims to reach an audience in these six fields and is published twice a year.