EGOCENTRISM, NEED FOR UNIQUENESS AND MOTIVATED CONSUMER INNOVATIVENESS TO INFLUENCE THE CONSUMERS’ BEHAVIORAL INTENTION OF INNOVATIVE FITNESS PRODUCTS, IN CHINA
This study examines the influence of individual consumer characteristics on behavioral intention towards innovative fitness products. As people's income levels and health awareness increase, national health has become a key part of the national strategy. This has led to an increase in health-related expenditures and an expansion and diversification of the fitness market. The adoption of innovative technologies provides new opportunities for health management. However, most studies on innovative and smart product adoption have focused primarily on technology, with less consideration of the impact of consumer characteristics. In this study, a questionnaire was used as the research tool, and a total of 260 valid questionnaires were collected and the data were analyzed using SmartPLS 3.0. The results of the study showed that individuals with clear egocentrism and need for uniqueness were more likely to accept innovative fitness products. Positive consumer innovativeness plays a key mediating role in the influence of egocentrism and need for uniqueness on behavioral intention towards innovative fitness products. This study not only enriches the theoretical research in the field of smart product behavioral intention, but also provides valuable references and insights for the fitness market and practical applications in the field of innovative and smart technology.
Self-completion, Egocentrism, Need for Uniqueness, Motivated Consumer Innovativeness, Behavioral Intention