Lost and found again: Subjective norm in gym membership

College

Ramon V. Del Rosario College of Business

Department/Unit

Accountancy

Document Type

Article

Source Title

DLSU Business and Economics Review

Volume

18

Issue

1

First Page

13

Last Page

28

Publication Date

1-1-2008

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. © 2008 De La Salle University, Philippines.

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Digitial Object Identifier (DOI)

10.3860/ber.v18i1.695

Disciplines

Business

Keywords

Physical fitness centers—Membership; Consumer behavior; Consumers' preferences

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