Relationships Between Involvement and Attitudinal Loyalty Constructs in Adult Fitness Programs

Abstract

The primary intent of the present study was to investigate the relationships among the participants' attitudinal loyalty profiles and involvement profiles. Data for this investigation were derived from participants of an adult fitness program (n = 208). A canonical correlation analysis indicated that there are significant and strong associations between attitudinal loyalty profiles and involvement profiles (p <.05). A participant who scores high on importance, self-expression, and risk consequence would have a higher score on affective loyalty, investment loyalty, and normative loyalty. Results of the hierarchical multiple regression analyses suggest that involvement has a good predictive power in short term usage of the program, while attitudinal loyalty is effective in assessing long term usage of the program. Theoretical implications and suggestions for future research are discussed.