COVID-19 pandemic: consumers' purchase intention of indoor fitness products during the partial lockdown period in Singapore
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 13 December 2021
Issue publication date: 22 November 2022
Abstract
Purpose
The study aims to explore how the perception of coronavirus disease 2019 (COVID-19) affects argument quality of advertisement, attitude and purchase intentions of the indoor fitness products based on the elaboration likelihood model (ELM). Moreover, the moderating effect of exercise involvement was examined.
Design/methodology/approach
A total of 283 consumers in Singapore were recruited during the partial lockdown period. Data analysis was employed using the partial least squares structural equation modeling (PLS-SEM).
Findings
The results of data analysis showed that perception of COVID-19 affected argument quality of advertisement, attitude and purchase intention of indoor fitness products. Meanwhile, argument quality resulted in a favorable attitude toward indoor fitness products, which, ultimately, led to the purchase intention. In addition, exercise involvement positively moderated the influence of argument quality on attitude.
Originality/value
The findings provide implications for businesses and researchers to understand sport consumer behavior during the COVID-19 pandemic.
Keywords
Citation
Cho, H. and Chiu, W. (2022), "COVID-19 pandemic: consumers' purchase intention of indoor fitness products during the partial lockdown period in Singapore", Asia Pacific Journal of Marketing and Logistics, Vol. 34 No. 10, pp. 2299-2313. https://doi.org/10.1108/APJML-04-2021-0235
Publisher
:Emerald Publishing Limited
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