Research On The Influence Of Intelligent Commercial Fitness Clubs On Consumer Value Co-Creation Behavior

Against the backdrop of the deep promotion of the Healthy China,National Fitness and National Health Strategy,commercial fitness clubs have become an important player in the sports industry market.Commercial fitness clubs have exposed increasing pain points such as poor experience,inability to meet consumers’ diverse needs,low efficiency,and single value output,making it difficult for consumers to contribute to the club’s value enhancement.Low value co creation behavior has become an urgent problem that fitness clubs need to transform and think about.With the rapid development of technologies such as the Internet of Things,cloud computing,and big data.By intelligently empowering and enhancing the satisfaction experience of fitness consumers,it is possible to stimulate consumers’ willingness to join the construction of intelligent fitness clubs,resulting in value co creation behavior and achieving a shift from single value provision to two-way value co creation.Therefore,exploring the internal connections and influencing mechanisms of intelligent commercial fitness clubs,consumer experience value,and consumer value co creation behavior can stimulate consumer value co creation behavior through intelligence,thereby achieving consumer value appreciation and improving the club’s core competitiveness.Based on social exchange theory,value co creation theory,and experiential value theory,this article establishes a theoretical connection between intelligent commercial fitness clubs and consumer value co creation behavior from the perspective of fitness consumers,and verifies the constituent dimensions of intelligent commercial fitness clubs and consumer value co creation behavior.By constructing a relationship model between intelligent commercial fitness clubs,consumer experience value,and consumer value co creation behavior,this study explores the internal mechanism of the impact of intelligent commercial fitness clubs on consumer value co creation behavior.Select representative intelligent commercial fitness clubs for research,collect questionnaires,and conduct empirical research using structural equation models.The following conclusions are drawn:(1)The impact model of intelligent commercial fitness clubs on consumer value co creation behavior has been validated;(2)Smart commercial fitness clubs have a positive impact on consumer experience value;(3)The positive impact of consumer experience value on consumer value co creation behavior is significant;(4)Consumer experiential value has a significant mediating effect,specifically manifested as the positive impact of intelligent foundation and service intelligence on consumer value co creation behavior through consumer experiential value,while marketing intelligence has a positive impact solely on consumer value co creation behavior through consumer experiential value.Finally,based on the conclusions of empirical research,this article proposes countermeasures and suggestions for the intelligent transformation of commercial fitness clubs,creating a favorable environment for consumer value co creation behavior.The specific details are as follows:(1)Precision services:consolidate and improve the data linkage of intelligent fitness clubs;(2)Chain cycle:enhancing the closed-loop service of commercial fitness clubs;(3)Diversified linkage:innovating the marketing model of fitness clubs;(4)Smart compatibility:Strengthen the service experience of commercial fitness clubs.