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With the change of consumption patterns in recent years, the relationship between the suppliers and consumers has developed from brick-and-mortar stores to online platforms, while consumers can shop online at any time with the popularity of mobile networks and devices. Although online platforms have great advantages in convenience and technology integration, the in-depth experience of brick-and-mortar stores cannot be replaced, which makes the O2O Omni-channel retailing model more and more popular (Xiao et al., 2019). O2O refers to e-commerce that combines online to offline physical and virtual channels to bring online consumers to brick-and-mortar stores to use products and enjoy services. Many companies now find themselves facing many difficulties in the process of virtual-physical integration. Teece (2010) argues that the selection of technology and features implied in products or services is conducive to the convenience and directness of both stores and consumers. Previous studies have proven that the variety of elements of business model play an important role in attracting consumers to expand the market, and to identify market segmentation and plan a competitive strategy (Lee et al., 2018; Thakran &Verma, 2013; Itami & Nishino, 2010).
In recent years, the growth of fitness clubs has driven the development of the fitness industry. Technological innovation and the evolution of business models make people no longer confined to traditional marketing channels. The O2O model can provide consumers with all the data required for online shopping; consumers make choices directly online, select suitable courses and personal trainers, and communicate with service providers. However, little research has put efforts on investigating consumer’s perspectives towards virtual-physical integrated marketing in the field of fitness industry. The purpose of this study was mainly to explore the differences in consumer perceptions and attitudes towards integrated virtual-physical marketing under the Omni-channel consumption model of fitness industry. In addition, the study also examined the influence of consumers' perceptions and attitudes on their behavioral intentions, and determined the influence of consumer behavioral intentions of virtual integrated marketing on physical store shopping. The results could strengthen body of literature and provide fitness marketers with further insights into O2O strategy formulation.