Personality Traits and Purchase Motivation, Purchase Intention among Fitness Club members in Taiwan: Moderating Role of Emotional Sensitivity
Ching Te Lin
Ling Yu Wang
Chin Cheng Yang
Ali Akbar Anggara
Kuei Wen Chen
This study aimed to investigate the relationship between personality characteristics and purchase intentions among Taiwanese fitness club members and the moderating effects of emotional sensitivity based on theoretical support provided by planned behavior theory and resourcebased theory. In a cross-sectional survey design using a convenient sampling technique, 360 study participants who were active members of fitness clubs in Taipei, Taiwan, were requested to fill an online questionnaire. Structural Equation Modeling (SEM) findings indicate that personality traits positively impact fitness club customers' purchase motivation and intentions. Results also indicated novel findings that customers' emotional sensitivity positively moderates the relationship between affinity, diligence, integrity, open learning, purchasing intention, and motivation. This study's innovative findings, supported by well-known theories, provided key insights for fitness club administration, practitioners, and policymakers in various ways. Several significant policy recommendations call for future studies are suggested with theoretical and practical implications.
Keywords: Personality traits, Purchase motivation, Purchase intention, Emotional sensitivity, Fitness clubs
