The Impact of Extraversion and Introversion on Millennials Propensity to Recommend Their Preferred Fitness Center

Author:

Dabija Dan-Cristian1ORCID,Csorba Luiela Magdalena2,Pop Nicolae Horațiu3ORCID,Obadă Daniel-Rareș4ORCID

Affiliation:

1. Department of Marketing, Faculty of Economics and Business Administration, Babeș-Bolyai University Cluj-Napoca, 400591 Cluj-Napoca, Romania

2. Department of Economics, Faculty of Economic Sciences, Aurel Vlaicu University Arad, 310130 Arad, Romania

3. Department of Individual Sports, Faculty of Physical Education and Sport, Babeș-Bolyai University Cluj-Napoca, 400376 Cluj-Napoca, Romania

4. Department of Communication Sciences and Public Relations, Faculty of Philosophy and Socio-Political Sciences, Alexandru Ioan Cuza University Iași, 700506 Iași, Romania

Abstract

Millennials of the 21st century tend to have an active daily life and practice more sports, spending more on health and fitness. Therefore, the present paper seeks to investigate the propensity of Millennials to recommend their preferred fitness center, depending on their psychological condition (i.e., introversion versus extraversion), which may lead to their tendency to practice and to their involvement and satisfaction with the fitness center. The authors deduce a conceptual model from the literature, which is further analyzed with data collected through an empirical investigation based on a face-to-face administered questionnaire. Data gathered from 2138 Millennials are investigated with the help of structural equation modeling using SmartPLS. The results show that a positive image of a fitness center stimulates the satisfaction of extravert and introvert consumers. Millennials have different personality types, such as extraversion and introversion, that influence their propensity to practice fitness and to recommend their favorite fitness center. It can be concluded that not only extraversion but also introversion influence consumers’ satisfaction, positively impacting the consumer’s intention to recommend their favorite fitness center to peers.

Publisher

MDPI AG

Subject

Behavioral Neuroscience,General Psychology,Genetics,Development,Ecology, Evolution, Behavior and Systematics

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