Uncovering the Factors Affecting the Behavior of Purchasing the Online Exercise Course

Abstract

Online exercise courses (OEC) have emerged as a global fitness trend, and this research specifically targets the factors influencing Chinese consumers' purchasing decisions in this domain. The study leverages an online questionnaire to collect data from 629 participants, and undertakes a comprehensive data analysis approach. This includes descriptive statistical analysis, reliability and validity tests, confirmatory factor analysis, structural equation modeling, and path analysis. Results highlight perceived value (PV), Identity (IO), and service quality (SQ) as key determinants in influencing motivation to purchase (MP), intention to purchase (IP), and behavior of purchasing (BP) in the OEC context. Significantly, the study unveils the mediating roles of motivation and intention in the relationships between perceived value, Identity, service quality, and behavior of purchasing, underscoring the necessity for online fitness platforms to focus strategically on enhancing service quality, reinforcing the perceived value, and building a strong community identity. These insights are crucial for course providers, marketers, and platform developers, advocating for a user-centric approach in platform design and clear communication of value. This research not only enriches the existing literature but also provides a robust foundation for future strategies and studies in this dynamic and rapidly growing field.