Discovering how digital attitudes, control, self-efficacy and social norms influence the digital behavior decision-making of leisure and recreation activities participants

In the post-COVID-19 era, digital applications have become increasingly integral to leisure and recreational activities. This study explores how digital transformation influences individual decision-making about engaging in leisure activities across various regions of Taiwan. Data were gathered through questionnaires distributed across northern, central, and southern Taiwan, and other areas. The results reveal that digital attitudes, perceived behavioral control, and service innovation all significantly impact consumer behavior, with digital attitudes standing out as the most powerful driver of recreational engagement. This highlights the critical role of promoting positive digital attitudes through focused digital transformation efforts. Although competitive strategies were expected to strongly moderate the relationship between service innovation and consumer behavior, this effect was less substantial than anticipated, suggesting limited differentiation within digital services in the industry. As the digital landscape increasingly shapes leisure and recreational choices, this research offers valuable insights into the evolving dynamics of leisure activities in the postpandemic world.