A Study of the Brand Image and Purchase Intention on Fitness Clubs - Fitness Coach's Personal Brand as the Mediator

Abstract

The purpose of this study is to explore the relevance between the fitness club brand image and the willingness of members to purchase, and verify that whether the fitness coach's personal brand has an intermediary effect between the two. The members of the fitness clubs were selected as the research objects, a total of 363 questionnaires were distributed on the Internet by purposive sampling. The data were analyzed through the descriptive statistics, the confirmatory factor analysis and the structural equation model. The results of this study found that there is a significant positive impact between the fitness club brand image, the fitness coach's personal brand and the willingness of member to purchase; In addition, the fitness coach's personal brand plays a full intermediary role in the fitness club brand image and the willingness of member's to purchase. Conclusion: The main factor for the fitness club members to purchase courses in the future is impact by the fitness coach. Besides that, the good brand image can help to shape the coach's distinctive and professional knowledge to enhance the willingness of members continue to purchase courses.