Presentation Title

Feminism, Women’s Fitness Engagement, and Purchase Intentions of Fitness Device: An Evidence from Millennial Women with a Kegel Exercise Device

Faculty Mentor

Dr. Jae Min Jung , Dr. Randy Stein

Start Date

18-11-2017 1:45 PM

End Date

18-11-2017 2:00 PM

Location

15-1802

Session

Interdisciplinary 1

Type of Presentation

Oral Talk

Subject Area

business_economics_public_administration

Abstract

This research investigates how feminism is related to women’s decision to engage in fitness activity and purchase intentions of a fitness device. Drawing on the literature in women, sexuality, and health as well as marketing, this research proposes that feminism will be positively associated with women’s attitudes and desires (i.e., attitude toward fitness, fitness opinion leadership, attitude toward core strength, and desire to control sex life), which in turn will be positively associated with women’s fitness engagement. This research also hypothesizes the positive correlation of attitude toward core strength and desire to control sex life with Millennial women’s awareness of Kegel exercise. Fitness engagement and awareness of Kegel exercise is further proposed to be positively related to attitude toward Kegel exercise, which in turn is positively associated with purchase intentions. This research surveys Millennial women from consumer panel members in 10 liberal cities across the country. A correlation analysis shows general support for the hypotheses. Findings of the research provide implications for theory and practice. To our best knowledge, this research is the first in investigating the role of feminism in women’s fitness engagement and attitude toward Kegel exercise. This research suggests feminism as the exogenous variable that gives rise to a number of related attitudes and desires that impact fitness engagement behaviors and attitude towards Kegel exercise and intention to purchase a Kegel device. This research also provides insights to businesses that provide fitness services and products for their segmentation, positioning, and targeting decisions.

Keywords: feminism, fitness engagement, Kegel exercise, Kegel device

Summary of research results to be presented

To test hypotheses, we used a correlation analysis with Pearson coefficient. The result confirmed the hypotheses. As expected, feminism is positively related to women’s attitude toward fitness (H1: r = .279,p < .001), women’s fitness opinion leadership (H2: r = .292, p < .001), women’s attitude toward core strength (H3: r = .315, p < .001), and women’s desire to control their sex life (H4: r = .365, p < .001). Also, the result showed that fitness engagement is positively associated with attitude toward fitness (H5: r = .217, p < .001), fitness opinion leadership (H6: r = .365, p < .001), attitude toward core strength (H7: r = .239, p < .001), and desire to control sex life (H8: r = .176, p < .001). Furthermore, awareness of kegel exercise is positively correlated with attitude toward core strength (H9: r = .181, p < .001) and desire to control sex life (H10: r = .127, p < .001). Attitude toward Kegel exercise is also positively related to fitness engagement (H11: r = .243, p < .001) and awareness of Kegel exercise (H12: r = .136, p < .001). Lastly, the result showed that purchase intention of Kegel devices is positively associated with attitude toward Kegel exercise (H13: r = .667, p < .001).

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Nov 18th, 1:45 PM Nov 18th, 2:00 PM

Feminism, Women’s Fitness Engagement, and Purchase Intentions of Fitness Device: An Evidence from Millennial Women with a Kegel Exercise Device

15-1802

This research investigates how feminism is related to women’s decision to engage in fitness activity and purchase intentions of a fitness device. Drawing on the literature in women, sexuality, and health as well as marketing, this research proposes that feminism will be positively associated with women’s attitudes and desires (i.e., attitude toward fitness, fitness opinion leadership, attitude toward core strength, and desire to control sex life), which in turn will be positively associated with women’s fitness engagement. This research also hypothesizes the positive correlation of attitude toward core strength and desire to control sex life with Millennial women’s awareness of Kegel exercise. Fitness engagement and awareness of Kegel exercise is further proposed to be positively related to attitude toward Kegel exercise, which in turn is positively associated with purchase intentions. This research surveys Millennial women from consumer panel members in 10 liberal cities across the country. A correlation analysis shows general support for the hypotheses. Findings of the research provide implications for theory and practice. To our best knowledge, this research is the first in investigating the role of feminism in women’s fitness engagement and attitude toward Kegel exercise. This research suggests feminism as the exogenous variable that gives rise to a number of related attitudes and desires that impact fitness engagement behaviors and attitude towards Kegel exercise and intention to purchase a Kegel device. This research also provides insights to businesses that provide fitness services and products for their segmentation, positioning, and targeting decisions.

Keywords: feminism, fitness engagement, Kegel exercise, Kegel device