The relationship between attitude, subjective norm and behavior intention: An empirical study of exercising in gymnasium

Predicting consumers future behaviors, especially their purchase behavior, is a critically important aspect of forecasting and market planning. However understanding behavior intention as a main determinant of behavior is not that simple. There are many factors involved in the formation of behavior intention. The main objective for this paper is to understand relationship between attitude, subjective norm and behavior intention as an empirical study of gym membership. The respondents of the study are Golds Gym members as well as Golds Gym target market. The model proposed in this paper is integration between Theory of Reasoned Action model and The Valance model. The model was used to study the influence of attitude and subjective norm to behavior intention to join gym. After a thorough analysis using multivariate regression, bi-variate regression and t-test, the following hypotheses were finally proved: 1. Respondent with positive attitude regarding the consequences of gym membership and motivation to comply with subjective norm favoring gym membership are more likely to affirm their intention of joining a gym. 2. The higher the summative value of belief /evaluation regarding consequences of gym membership and strength of subjective norm, the stronger the intention of joining a gym. These findings points to recommendation that as an effort to maintain current gym members as well as gaining new members gym operator must strengthen attitude towards joining gym, especially To Lose Weight and To Improve Health factors