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SHEconomy in Asia- Fiction or Truth? Development of Managerial Implications

  • SHEconomy in Asia has highlighted the changes in women’s gender roles, lifestyles, and consumption patterns. The traditionally male-dominated fitness industry faces the challenge of this new female market opportunity, which consequently urges the current research to investigate the impact of gender role attitudes in the Asian female fitness industry. The study aims to empirically explore the relationships between gender role attitudes, self-perception, fitness perception, brand perception and purchase intention, and compare the results in China and Taiwan. With a quantitative methodology, a 35-item online questionnaire was completed by female respondents of an age between 25 to 34 in urban cities from China (N=314) and Taiwan (N=426). Results of structural equation modeling demonstrated that gender role attitudes have a positive impact on self-, and fitness perception in both China and Taiwan whereby the effect on brand perception only occurs in China. In general, gender role attitudes have stronger influences in China. Moreover, self-, fitness and brand perception positively affect purchase intention in both places; brand perception plays a major role, especially for Taiwan. Fitness perception also mediates the relationship between gender role attitudes and purchase intention in China and Taiwan. The research validated the impact of gender role attitudes, contributed to a better understanding of Asian female consumer behaviors for fitness brands, and finally identified the similarities yet revealed differences between China and Taiwan. Implications were drawn for the development of marketing practices and directions for further research were proposed.

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Metadaten
Author:Ching-wen Huang
Advisor:Ralf Kreutzer
Document Type:Master's Thesis
Language:German
Date of first Publication:2021/09/27
Publishing Institution:Hochschulbibliothek HWR Berlin
Granting Institution:Hochschule für Wirtschaft und Recht Berlin
Date of final exam:2021/09/27
Release Date:2022/05/04
Tag:Brand Perception; Fitness Perception; Gender Role Attitudes; Purchase Intention; Self-Perception
Institutes:Berlin Professional School (BPS) / Chinese-European Economics Business Studies M.A. (CEEBS)
Licence (German):License LogoUrheberrechtsschutz