The Impact of Push and Pull Motivational Factors on Fitness Members' Satisfaction and Behavioral Intentions

Background: Although previous studies have examined satisfaction and behavioral intention factors in fitness centers, their effects on post-consumption behavior are not yet fully understood. This study is significant as it examines the influence of push and pull motivation factors on consumer satisfaction and behavioral intentions, providing new insights into sustained engagement in active fitness services. Methods: The research, a cross-sectional study, involved 372 fitness club members and used scales to assess push and pull motivation factors, satisfaction, and behavioral intentions. Confirmatory factor analysis (CFA) was applied to ensure the validity of the variables, and structural equation modeling (SEM) tested the proposed model. Convergent validity was assessed by examining construct reliability and average variance explained values. Results: According to the SEM results, push (β= .49; p<0.05) and pull (β= .45; p<0.05) motivation factors had significant, positive effect on satisfaction, and pull (β= .30; p<0.05) motivation factors had significant, positive effect on behavioral intention. Push (β= -.05; p>0.05) motivation factors had no effect on behavioral intention. At the same time, customer satisfaction (β= .32; p<0.05) had significant, positive effect on behavioral intention. Conclusions: This study found that push and pull motivation factors are key antecedents of consumer satisfaction in fitness centers, with consumer satisfaction influencing behavioral intention. The findings underscore the critical importance of strengthening push and pull motivational components to optimize fitness service experiences.