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Keywords: Fitness innovativeness
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2019) 20 (4): 634–645.
Published: 06 August 2019
...Ching-Hung Chang; Leigh Robinson; Shih-Tung Shu; Shang-Chun Ma Purpose Customers’ innovativeness regarding services and products affects their purchase behavior. The purpose of this paper is to examine the moderation effect of fitness innovativeness (FI) (domain-specific innovativeness...
