Abstract
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.
Recommended Citation
Leeman, Octavia and Ong, Jaime S.
(2008)
"Lost and Found Again: Subjective Norm in Gym Membership,"
DLSU Business & Economics Review: Vol. 18:
No.
1, Article 4.
DOI: https://doi.org/10.59588/2243-786X.1361
Available at:
https://animorepository.dlsu.edu.ph/ber/vol18/iss1/4
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