Personality Traits and Purchase Motivation, Purchase Intention among Fitness Club members in Taiwan: Moderating Role of Emotional Sensitivity

Abstract

This study aimed to investigate the relationship between personality characteristics and purchase intentions among Taiwanese 􀅫itness 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 􀅫itness clubs in Taipei, Taiwan, were requested to 􀅫ill an online questionnaire.Structural Equation Modeling (SEM) 􀅫indings indicate that personality traits positively impact 􀅫itness club customers' purchase motivation and intentions.Results also indicated novel 􀅫indings that customers' emotional sensitivity positively moderates the relationship between af􀅫inity, diligence, integrity, open learning, purchasing intention, and motivation.This study's innovative 􀅫indings, supported by well-known theories, provided key insights for 􀅫itness club administration, practitioners, and policymakers in various ways.Several signi􀅫icant policy recommendations call for future studies are suggested with theoretical and practical implications.

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