Abstract
Extant research has confirmed the importance of consumer innovativeness toward innovation adoption, but relatively little is known about the relationship between fitness use innovativeness, post-adoption behavior and the moderating role of fitness consumer's efficacy belief. This study aims to examine the moderating role of other-efficacy on the relationships between the fitness player's usage patterns (usage variety and usage frequency) under the influence of use innovativeness, and revisit intention within the context of fitness services. This study utilizes the diffusion model for conceptual development. The proposed hypotheses are empirically tested using fitness players from a public sports center. There were 205 valid questionnaires obtained for quantitative data analysis. The findings confirm that the fitness player's use innovativeness has a direct impact on usage variety and usage frequency, while the player's training partner efficacy positively moderates the usage patterns and revisit intention. Based on the extent of fitness use innovativeness and training partner efficacy, we categorize fitness customers into four segments. The managerial implications for each segment are then discussed.