Detailed Information

Cited 0 time in webofscience Cited 0 time in scopus
Metadata Downloads

Competence inference from muscle: how and when trainers' muscle mass impacts service purchase of personal fitness training

Authors
Park, SangchulLee, ShinhyoungLee, Hyun-Woo
Issue Date
Aug-2022
Publisher
EMERALD GROUP PUBLISHING LTD
Keywords
Muscle mass; Perceived competence; Customer expertise; Purchase intention; Fitness service provider; Information asymmetry
Citation
INTERNATIONAL JOURNAL OF SPORTS MARKETING & SPONSORSHIP, v.23, no.4, pp.804 - 844
Journal Title
INTERNATIONAL JOURNAL OF SPORTS MARKETING & SPONSORSHIP
Volume
23
Number
4
Start Page
804
End Page
844
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/145925
DOI
10.1108/IJSMS-08-2021-0162
ISSN
1464-6668
Abstract
Purpose This study aims to examine how and when trainers' muscle mass impacts service purchase of personal fitness training, drawing upon signaling theory. Specifically, the authors investigated (1) the mediating role of perceived competence in the relationship between trainers' muscle mass (highly vs moderately muscular) and customers' service registration intention and (2) the moderating role of customer expertise in this mediating mechanism. Design/methodology/approach The authors conceptualized trainers' muscle mass, developed its experimental stimuli and validated them through the two pretests (total n = 387). Using the validated stimuli, the authors conducted the two experiments (total n = 802). In both experiments, the authors recruited participants via MTurk using the convenience sampling method and employed a single-factor between-subject design based on random assignment. Findings Findings supported the authors' proporsed model. Consumers perceived highly (vs moderately) muscular trainers as more competent, which in turn engendered greater service registration intention. This effect emerged for expert consumers but not for novice consumers. Originality/value This study is one of the first attempts to empirically test the influence of trainers' muscle mass on consumer acquisition in the context of personal fitness training. It also expands the sport marketing literature to the consumer psychology and behavior fields addressing the characteristics of sport-service providers. The findings also provide fitness organizations with managerial insights into how to effectively leverage trainers' physical appearance as a marketing tool.
Files in This Item
Go to Link
Appears in
Collections
경상대학 > 경영학부 > 1. Journal Articles

qrcode

Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.

Related Researcher

Researcher Lee, Shinhyoung photo

Lee, Shinhyoung
경상대학 (경영학부)
Read more

Altmetrics

Total Views & Downloads

BROWSE