Antecedents of the Sports Clinic Image and Its Impact on Visit Intention with Personality Traits as the Moderating Factor

Abstract

The growth of clinics in the emerging country has experienced a high increase, consequently creating a competitive environment for specialized clinics. A positive clinic image could significantly improve the intention to visit the clinic, however, limited studies focused on the antecedents of the clinic image. The modified research model was carried out using a cross-sectional data approach with a quantitative survey method. The data regarding antecedents were collected via google forms and processed by partial least squares structural equation modeling. Overall, there were 235 responses whereas the majority was 26 - 35 years old (104, 44, 26%). There were five out of six antecedents (social media marketing activities) of clinic image that were proven to have an impact. Attractiveness in social media was followed by functional information, interaction, trendiness, and electronic word of mouth. Surprisingly, customization had not proven to have an impact. The findings of this study proved the positive impact of clinic image on visit intention. In addition, personality traits such as agreeableness and consciousness were found to have an impact on the relationship between clinic image and visit intention. Agreeableness had a negative effect on visit intention, in contrast, consciousness had a positive effect on visit intention. In conclusion, there was an effect between antecedents of clinic image and there was an impact on visit intention with agreeableness and consciousness of personality traits. This research stimulates a new mindset and promotes new research in addition to introducing a comprehensive framework in health promotion. Furthermore, managerial implications can be drawn for the development of visit intention at the sports medicine center. In this research, there is a limitation that can be identified. For the personality trait, the researcher only took two personality traits (agreeableness and consciousness) as representative of personality traits. Furthermore, the recommendation is to input all of the personality traits or add more personalities as a moderator of the dependent variables.