Investigation on the use of fitness supplements by consumers in GYM in Binzhou city: Based on the modified theory of planned behavior

Abstract

This study uses 10 commercial fitness clubs in Binzhou as a sample group to study the factors that influence consumers' attitudes and willingness to purchase fitness supplements. Past studies have revealed the reasons why consumers buy dietary supplements. However, in the gym environment, consumers buy and use fitness supplements for different reasons. This research reveals the motivations behind the consumption of fitness supplements, especially among consumers who exercise in the gym. This study uses a sample of 450 respondents from 10 gymnasiums in Binzhou City, China, and uses structural equation modeling for data analysis. This study found that health benefits are the most important factor affecting consumers' use of fitness supplements. Health awareness and social influence have positive influence on purchasing attitudes and intentions. At the same time, the research has also confirmed that attitude has a significant impact on purchase intention. The research provides a reference and an effective model for marketers to develop marketing strategies. Keywords: gym supplements, perceived risk, perceived benefits, social influence, health consciousness

An Independent study submitted in partial fulfillment of the requirements for the Master,s Degree of Arts in Human Resource Development and Management of International College, Rajamangala University of Technology Krungthep Academic Year 2021