Analysis of Fitness Center Visit Behavioral Intention among Chinese Residents in Korea by Using Extended Model of Goal-directed Behavior

The purpose of this study was to analyze the behavioral intention of Chinese participants to visit the gym by using extended goal-directed behavior model. A total of 401 valid samples were collected and analyzed by using the convenience sampling method. SPSS and AMOS programs were used for frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation path analysis. The results of this study were as follows. First, human and physical service quality significantly affected attitude. Second, attitude, positive anticipatory emotions, negative anticipatory emotions, and perceived behavioral control significantly influenced aspiration. Third, subjective norms did not significantly affect aspirations. Finally, aspiration significantly affected visiting behavioral intention. This study found that service quality, attitude, positive anticipatory emotions, negative anticipatory emotions, and perceived behavioral control were emerged as the main factors in their visit behavior.