- Sosyoekonomi
- Cilt: 32 Sayı: 60
- Examining Fitness Centre Members\' Perceived Risk, Attitude, and Behavioural Intentions in the Conte...
Examining Fitness Centre Members\' Perceived Risk, Attitude, and Behavioural Intentions in the Context of Brand Equity during the COVID-19 Pandemic
Authors : Beyza Gültekin, Kadir Yağız, Leyla Şentürk Özer
Pages : 133-157
Doi:10.17233/sosyoekonomi.2024.02.07
View : 87 | Download : 74
Publication Date : 2024-04-28
Article Type : Research
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 : Algılanan Risk, Marka Denkliği, Tutum, Davranışsal Niyet, Fitness Merkezleri