EXPLORING EGOCENTRISM, NEED FOR UNIQUENESS AND MOTIVATED CONSUMER INNOVATIVENESS TO INFLUENCE THE CONSUMERS’ BEHAVIORAL INTENTION OF INNOVATIVE FITNESS PRODUCTS

ZHIJING  ZHUANG; KRISADA  SUNGKHAMANEE

ZHIJING ZHUANG Suan Sunandha Rajabhat University
KRISADA SUNGKHAMANEE Suan Sunandha Rajabhat University

Keywords: Self-completion, Egocentrism, Need for uniqueness, Motivated consumer innovativeness, Behavioral intention

Abstract

National fitness is crucial to the national strategy as people's income and health awareness
improve. This has led to a rise in health-related spending, expanding and diversifying the
fitness market. The use of intelligent technology provides new opportunities for health
management. However, most research on smart product adoption has focused on the technical
aspects, with little consideration given to the impact of consumer characteristics. This study
explored the impact of individual consumer characteristics on the behavioral intention of smart
fitness products. This study adopted a mixed research methodology, combining an explanatory
sequential design, questionnaires, and semi-structured interviews as research tools. The
findings show that individuals with solid egocentrism and a need for uniqueness are more likely
to accept smart fitness products. Motivated consumer innovativeness plays a key mediating
role in the influence of egocentrism and the need for uniqueness on smart fitness products'
behavioral intention. 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 smart technology