Conceptualization and Examination of the Push-Pull-Mooring Framework in Predicting Fitness Consumer Switching Behavior

Abstract

The purposes of the study are to (1) conceptualize the push-pull-mooring (PPM) framework in the context of fitness centers and (2) empirically examine how factors of push, pull, and mooring effects predict switching behavior. In Study 1, a qualitative method is used to unearth factors of push, pull, and mooring effects pertinent to fitness centers. To this end, a higher-order reflective-formative PPM framework is developed. In Study 2, a quantitative approach using two-wave survey data is undertaken to examine the PPM framework in relation to switching behavior. The results show the significant positive direct influences of push and pull effects on switching behavior. Mooring effects are found to negatively predict switching behavior and negatively moderate the positive relationships of push-pull effects and switching behavior. The findings theoretically and empirically support the conceptualization of the PPM framework and its direct and indirect influences on switching behavior.

Keywords:

• Fitness centers
• push-pull-mooring framework
• switching behavior
• consumer behavior

Disclosure Statement

No potential conflict of interest has to be reported.

Correction Statement

This article has been corrected with minor changes. These changes do not impact the academic content of the article.

Notes

1 I made sure that participants switched because of voluntary reasons, not involuntary reasons (e.g., moving away). Participants who switched were additionally asked to state why they switched to another fitness center in an open-ended question. All responses were volitional decisions (e.g., high membership price).

2 I appreciate the reviewer’s suggestion.

Additional information

Notes on contributors

Kyungyeol (Anthony) Kim

Kyungyeol (Anthony) Kim (Ph.D., Indiana University-Bloomington, U.S.) was an assistant professor in the Kinesiology and Sport Department at University of Southern Indiana. He is currently an assistant professor of Sport Management and Sport Marketing in the Department of Life Sports Education at Kongju National University, South Korea. His research interests center around sport consumer behavior and measurement. His work has appeared in journals such as Journal of Sport Management, Sport Management Review, European Sport Management Quarterly, and among others.