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

Yıl 2024, , 133 - 157, 28.04.2024

Beyza Gültekin , Kadir Yağız , Leyla Şentürk Özer

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

Öz

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.

Anahtar Kelimeler

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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

• Ajzen, I. (2001), “Nature and Operation of Attitudes”, Annual Review of Psychology, 52(1), 27-58.
• Bae, S.Y. & P.-J. Chang (2021), “The effect of coronavirus disease-19 (COVID-19) risk perception on behavioural intention towards ‘untact’ tourism in South Korea during the first wave of the pandemic”, Current Issues in Tourism, 24(7), 1017-1035.
• Braje, I.N. et al. (2022), “The changing determinants of tourists’ repurchase intention: the case of short-term rentals during the COVID-19 pandemic”, International Journal of Contemporary Hospitality Management, 34(1), 159-183.
• Carroll, M.S. et al. (2014), “A multidimensional model of perceived risk in spectator sport”, International Journal of Sport Management and Marketing, 24(1), 80-95.
• Chen, Y.-S & C.-H. Chang (2012), “The influences of green perceived quality and green brand awareness on green brand equity: The mediation effect of green perceived risk”, in: Proceedings of PICMET '12: Technology Management for Emerging Technologies, Vancouver, BC, Canada, 1152-1159.
• Cheng, T.C.E. et al. (2006), “Adoption of internet banking: An empirical study in Hong Kong”, Decision Support Systems, 42(3), 1558-1572.
• Choi, J. et al. (2013), “The Effects of Consumers’ Perceived Risk and Benefit on Attitude and Behavioral Intention: A Study of Street Food”, Journal of Travel & Tourism Marketing, 30(3), 222-237.
• Davalos, J. (2021), “How Covid-19 has Permanently Changed the Fitness Industry”, Bloomberg, <https://www.bloomberg.com/news/articles/2021-01-19/fitness-industry-may-never-return-to-its-old-ways-after-covid-19>, 24.02.2024.
• Dewi, H.A. (2022), “Changes in Consumer Behaviour of Skincare Repurchasing During COVID-19 Pandemic”, Asian Journal of Research in Business and Management, 4(3), 40-54.
• Fornell, C. & D.F. Larcker (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error”, Journal of Marketing Research, 18(1), 39-50.
• Ha, H.-Y. (2002), “The Effects of Consumer Risk Perception on Pre-purchase Information in Online Auctions: Brand, Word-of-Mouth, and Customized Information”, Journal of Computer-Mediated Communication, 8(1), JCMC813.
• Hair, J.F. et al. (2010), Multivariate Data Analysis: A Global Perspective, Pearson Prentice Hall.
• Hayes, A.F. & N.J. Rockwood (2017), “Regression-based statistical mediation and moderation analysis in clinical research: Observations, recommendations, and implementation”, Behaviour Research and Therapy, 98, 39-57.
• Hayes, A.F. (2013), Introduction to mediation, moderation, and conditional process analysis: A regression-based approach, Guilford Press.
• Hayes, A.F. (2017), Introduction to mediation, moderation, and conditional process analysis: A regression-based approach, Guilford publications.
• Hayes, A.F. (2022), Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach, The Guilford Press.
• Hazée, S. et al. (2017), “Co-creating service recovery after service failure: The role of brand equity”, Journal of Business Research, 74, 101-109.
• Huang, M. (2011), “Re-examining the effect of service recovery: the moderating role of brand equity”, Journal of Services Marketing, 25(7), 509-516.
• Hur, W.-M. & Y. Kim (2020), “Customer reactions to bank hypocrisy: the moderating role of customer-company identification and brand equity”, International Journal of Bank Marketing, 38(7), 1553-1574.
• Kaur, S. & S. Arora (2020), “Role of perceived risk in online banking and its impact on behavioral intention: trust as a moderator”, Journal of Asia Business Studies, 15(1), 1-30.
• Keller, K.L. (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity”, Journal of Marketing, 57(1), 1-22.
• Khozaei, F. et al. (2021), “The impact of perceived risk and disease prevention efficiency on outdoor activities and avoidance behaviors in the urban parks during COVID-19 pandemic”, Journal of Facilities Management, 19(5), 553-568.
• Kim, D.J. et al. (2008), “A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents”, Decision Support Systems, 44(2), 544-564.
• Kim, J.J. et al. (2021), “The impact of hotel attributes, well-being perception, and attitudes on brand loyalty: Examining the moderating role of COVID-19 pandemic”, Journal of Retailing and Consumer Services, 62, 102634.
• Kim, M. (2022), “How can I Be as attractive as a Fitness YouTuber in the era of COVID-19? The impact of digital attributes on flow experience, satisfaction, and behavioral intention”, Journal of Retailing and Consumer Services, 64, 102778.
• Kim, M.-S. & J.E. Hunter (1993), “Relationships Among Attitudes, Behavioral Intentions, and Behavior: A Meta-Analysis of Past Research, Part 2”, Communication Research, 20(3), 331-364.
• Kirchoff, J.F. et al. (2019), “The impact of functional integration on perceived risk and consumer-based brand equity”, Journal of Strategic Marketing, 27(2), 136-150.
• Kufahl, P. (2021), “U.S. Fitness Industry Lost $20.4 Billion in 2020, Comeback on Horizon”, Per IHRSA Report, Club Industry, <https://www.clubindustry.com/industry-news/us-fitness-industry-lost-204-billion-2020-comeback-horizon-ihrsa-report>, 24.02.2024.
• Kursan-Milaković, I. (2021), “Purchase experience during the COVID-19 pandemic and social cognitive theory: The relevance of consumer vulnerability, resilience, and adaptability for purchase satisfaction and repurchase”, International Journal of Consumer Studies, 45(6), 1425-1442.
• Laohaviraphap, T. & P. Wetchasart (2021), “The effect of risk and image on repurchase intention of street food in the Covid-19 era”, International Journal of Social Science Research, 3(2), 34-43.
• Laroche, M. et al. (2004), “Exploring How Intangibility Affects Perceived Risk”, Journal of Service Research, 6(4), 373-389.
• Lee, P.-H. et al. (2020), “Predicting Exercise Intentions and Behaviors of Taiwanese Children in a Longitudinal Sample”, Journal of Pediatric Nursing, 51, e50-e56.
• Leisure Database (2020), COVID-19 Impact on the UK Health Club Industry, <https://www.leisuredb.com/covid-19-impact-on-the-uk-health-club-industry>, 20.03.2022.
• Nagar, K. (2020), “An Examination of Gym Supplement Choice: Using the Modified Theory of Planned Behaviour”, Journal of Food Products Marketing, 26(7), 499-520.
• Nunnally, J.C. (1978), Psychometric Theory: McGraw Hill.
• Oliver, R.L. (2010), “Consumer Satisfaction A Behavioral perspective”, in: Wiley International Encyclopedia of Marketing: Taylor & Francis.
• Ong, A.K.S. et al. (2022), “Investigating factors affecting behavioral intention among Gym-Goers to visit fitness centers during the COVID-19 pandemic: Integrating physical activity maintenance theory and social cognitive theory”, Sustainability, 14(19), 12020.
• Palau-Saumell, R. et al. (2021), “The impact of the perceived risk of COVID-19 on consumers’ attitude and behavior toward locally produced food”, British Food Journal, 123(13), 281-301.
• Preacher, K.J. & A.F. Hayes (2008), “Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models”, Behavior Research Methods, 40(3), 879-891.
• Qi, C.X. et al. (2009), “Perceptions of Risk and Travel Intentions: The Case of China and the Beijing Olympic Games”, Journal of Sport & Tourism, 14(1), 43-67.
• Rambocas, M. et al. (2018), “Brand equity and customer behavioral intentions: a mediated moderated model”, International Journal of Bank Marketing, 36(1), 19-40.
• Republic of Turkiye Ministry of Health (2020), Controlled Social Life Study Guide, Ministry of Health Guide for Sports Centers, Controlled Social Life Study Guide, <https://covid19.saglik.gov.tr/Eklenti/38063/0/covid-19sporsalonlarivespormerkezleriicinkshcalismarehberiafis50x70pdf.pdf?_tag1=43064C902D26F650DA11DABC259CAB322EEE1203>, 24.02.2024.
• Samritpricha, P. & R. Vongurai (2022), “Determinants of Thai Individuals Behavioral Intention towards Online Fitness Program on YouTube during COVID-19 Pandemic”, Journal of Community Development Research (Humanities and Social Sciences), 15(2), 71-84.
• Smith, J. (2021), “Q&A: Future pandemics are inevitable, but we can reduce the risk”, Horizon, <https://ec.europa.eu/research-and-innovation/en/horizon-magazine/qa-future-pandemics-are-inevitable-we-can-reduce-risk>, 24.02.2024.
• Stone, R.N. & J.B. Mason (1995), “Attitude and Risk: Exploring the Relationship”, Psychology & Marketing, 12(2), 135-153.
• Stone, R.N. & K. Grønhaug (1993), “Perceived Risk: Further Considerations for the Marketing Discipline”, European Journal of Marketing, 27(3), 39-50.
• Tabachnick, B.G. & L.S. Fidell (1996), Using multivariate statistics, HarperCollins.
• Venkatesh, V. et al. (2008), “Predicting different conceptualizations of system USE: The competing roles of behavioral intention, facilitating conditions, and behavioral expectation”, MIS Quarterly: Management Information Systems, 32(3), 483-502.
• Vo Minh, S. et al. (2022), “The role of social brand engagement on brand equity and purchase intention for fashion brands”, Cogent Business & Management, 9(1), 2143308.
• Wang, E.S.-.-T. (2015), “Effect of food service-brand equity on consumer-perceived food value, physical risk, and brand preference”, British Food Journal, 117(2), 553-564.
• Wang, L.-H. et al. (2022), “Tourists’ travel intention: revisiting the TPB model with age and perceived risk as moderator and attitude as mediator”, Tourism Review, 77(3), 877-896.
• Wang, Y. et al. (2021), “The financial impact of online customer reviews in the restaurant industry: A moderating effect of brand equity”, International Journal of Hospitality Management, 95, 102895.
• Washington, M. et al. (2015), “Students' perceived risk and investment intention: the effect of brand equity”, Management & Marketing, 10(3), 553-564.
• Wei, C. et al. (2022), “COVID-19 preventive measures and restaurant customers’ intention to dine out: the role of brand trust and perceived risk”, Service Business, 16(3), 581-600.
• World Health Organization (2020), Director-General’s opening remarks at the media briefing on COVID-19, <https://www.who.int/director-general/speeches/detail/who-director-general-s-opening-remarks-at-the-media-briefing-on-covid-19---11-march-2020>, 10.01.2022.
• World Health Organization (2022), The COVID-19 Public Health and Social Measures (PHSM) data visualization on the Measures tab, <https://covid19.who.int/measures>, 10.01.2022.
• Wu, Y. et al. (2022), “Influence of COVID-19 Crisis on Motivation and Hiking Intention of Gen Z in China: Perceived Risk and Coping Appraisal as Moderators”, International Journal of Environmental Research and Public Health, 19(8), 4612.
• Yoo, B. & N. Donthu (2001), “Developing and validating a multidimensional consumer-based brand equity scale”, Journal of Business Research, 52(1), 1-14.
• Yu, J. et al. (2021), “Understanding the influence of the perceived risk of the coronavirus disease (COVID-19) on the post-traumatic stress disorder and revisit intention of hotel guests”, Journal of Hospitality and Tourism Management, 46, 327-335.
• Zahira, N.A. & K. Kurniawati (2022), “Predict Repurchase Intention Via E-satisfaction as a Mediator Against Consumer Attitudes in Use Face Recognition Payment”, Journal of Digital Marketing and Halal Industry, 4(1), 17-34.