COVID-19 Pandemisi Döneminde Fitness Merkezi Üyelerinin Algılanan Risk, Tutum ve Davranışsal Niyetlerinin Marka Denkliği Bağlamında İncelenmesi

Year 2024, Volume: 32 Issue: 60, 133 - 157, 28.04.2024

Beyza Gültekin , Kadir Yağız , Leyla Şentürk Özer

https://doi.org/10.17233/sosyoekonomi.2024.02.07

Abstract

Bu çalışma, fitness merkezi üyelerinin tutumlarının algılanan risk-davranışsal niyet arasındaki aracılık rolünü ve marka denkliğinin “algılanan risk-davranışsal niyet” ile “algılanan risk-tutum-davranışsal niyet” arasındaki düzenleyicilik rolünü incelemeyi amaçlamaktadır. Veriler, Ankara (Türkiye)' daki fitness merkezine üye olan 280 kişiden toplanmıştır. Önerilen hipotezler, PROCESS analizi aracılığıyla test edilmiştir. Analizler sonucu hipotezler desteklenmektedir. COVID-19 pandemisinde, fitness merkezi üyeliklerinde belirgin bir azalma olması, algılanan riske bağlanmaktadır. Bu bağlamda, bu araştırma, marka denkliğinin rolünü araştırarak fitness merkezi literatürüne katkıda bulunmakta ve yöneticiler için içgörü sunmaktadır.

Keywords

Algılanan Risk, Marka Denkliği, Tutum, Davranışsal Niyet, Fitness Merkezleri

Examining Fitness Centre Members' Perceived Risk, Attitude, and Behavioural Intentions in the Context of Brand Equity during the COVID-19 Pandemic

Abstract

This study examines the mediating role of fitness centre members' attitudes between perceived risk-behavioural intention and the moderating role of brand equity in the linkage between “perceived risk-behavioural intention” and “perceived risk-attitude-behavioural intention.”. Data was collected from 280 fitness club members in Ankara, Türkiye. Proposed hypotheses are tested through PROCESS analyses. The analyses demonstrated support for the hypotheses. Amidst the COVID-19 pandemic, a noticeable decrease in fitness centre memberships is attributed to perceived risks. In this context, this research contributes to the fitness centre literature by exploring the role of brand equity and providing insights for managers.

Keywords

Perceived Risk, Brand Equity, Attitude, Behavioural Intention, Fitness Centres

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