Behavioral Intentions, Gymnasium App Usage and Overall Member Satisfaction: A Multigroup Analysis
Abstract
It is known that gymnasium application (app) usage is associated with members' satisfaction with the brand. However, the difference in app usage considering diverse member characteristics has not been demonstrated. Thus, the aim of this study is to analyze whether the intention to use the gymnasium app, in the actual usage behavior and also in the overall satisfaction of members, varies according to gender, age, academic qualifications, and length of membership in the gymnasium. SmartPLS 3.3.3 software was used for data analysis. The measurement invariance of the composite models was tested using the three-step composite model measurement (MICOM). For the multigroup analysis (MGA), permutation was used and the path coefficients for each group were compared. The results from 1403 members showed that the influence of behavioral intentions on members' usage behavior and overall satisfaction varies according to members' sociodemographic characteristics and length of membership. The results also revealed that the influence of behavioral intentions on both overall member satisfaction and usage behavior is greater in males, younger members, those with lower educational qualifications, and those enrolled for less time in the gymnasium. These findings prove useful for gymnasium managers in helping to define better sport management strategies to achieve member satisfaction. In addition, this finding provides information to the designers of these applications, highlighting the features that users value most when using it.
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