Fitness Use Innovativeness, Usage Patterns and Revisit Intention: The Moderating Role of Other-Efficacy.

Extant research has confirmed the importance of consumer innovativeness toward innovation adoption, but relatively little is known about the relationship between fitness use innovativeness, post-adoption behavior and the moderating role of fitness consumer's efficacy belief. This study aims to examine the moderating role of other-efficacy on the relationships between the fitness player's usage patterns (usage variety and usage frequency) under the influence of use innovativeness, and revisit intention within the context of fitness services. This study utilizes the diffusion model for conceptual development.