ABSTRACT The study builds on the theory of planned behaviour and empirically tests a model that incorporates the effects of health consciousness, social influence, and risk-benefit perception in predicting consumers’ attitude and intention to purchase gym supplements. While past studies have contributed considerably in understanding why individuals consume various dietary supplements, the present study brings to light the motives behind the consumption of fitness supplements, specifically gym supplements. Structural equation modelling is used to test the research model with a sample of 310 respondents in India. Major findings of the present study indicate benefits associated with gym supplement consumption as the most significant predicator of attitude, suggesting that marketers can develop effective marketing strategies emphasizing health benefits to increase consumers’ intentions to buy gym supplements. While health consciousness appears to be the least important motive, social influence is found to positively influence both attitude and intention to purchase gym supplements. Further, a significant and large effect of attitude on behavioural intentions was also observed. The study provides an actionable model for marketers as well as policymakers who seek to develop marketing strategies and encourage supplement consumption.

中文翻译：

---

体育馆补充选择的检验：使用计划行为的修正理论

摘要该研究建立在计划行为理论的基础上，并通过经验测试了一个模型，该模型结合了健康意识，社会影响力和风险效益感知的作用，来预测消费者购买健身补品的态度和意愿。尽管过去的研究在理解为什么个人食用各种膳食补充剂方面做出了很大贡献，但本研究揭示了消费健身补充剂（尤其是健身补充剂）背后的动机。结构方程模型用于测试印度310名受访者的样本研究模型。本研究的主要发现表明，健身补充剂的消费是态度的最重要预测者，建议营销人员可以制定有效的营销策略，强调健康益处，以增加消费者购买健身补品的意图。尽管健康意识似乎不是最重要的动机，但人们发现社会影响力对购买健身补品的态度和意愿都有积极影响。此外，还观察到态度对行为意图的重大影响。该研究为寻求制定营销策略并鼓励补充消费的营销人员和决策者提供了可行的模型。态度对行为意图的显着和巨大影响。该研究为寻求制定营销策略并鼓励补充消费的营销人员和决策者提供了可行的模型。态度对行为意图的显着和巨大影响。该研究为寻求制定营销策略并鼓励补充消费的营销人员和决策者提供了可行的模型。