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From appearance comparison to fitness intention: mediating roles of appearance-based exercise motivation and perceived behavioral control

Bo Pu (School of Business and Tourism, Sichuan Agricultural University, Chengdu, China) (School of Public Affairs and Administration, University of Electronic Science and Technology of China, Chengdu, China)
Lu Zhang (School of Business and Tourism, Sichuan Agricultural University, Chengdu, China)
Wenyuan Sang (School of Business and Tourism, Sichuan Agricultural University, Chengdu, China)
Siyu Ji (School of Business and Tourism, Sichuan Agricultural University, Chengdu, China)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 28 October 2021

Issue publication date: 16 August 2022

803

Abstract

Purpose

This study aims to explore the influence of appearance comparison on fitness intention. Specifically, it analyzes the mediating effect of appearance-based exercise motivation and perceived behavioral control between appearance comparison and fitness intention.

Design/methodology/approach

434 samples were obtained by the network survey in China. Hierarchical regression analysis and the Hayes' SPSS PROCESS macro were used to verify the hypotheses.

Findings

Appearance comparison has a positive influence on fitness intention. Appearance-based exercise motivation mediates appearance comparison and fitness intention. Appearance comparison can produce a positive effect on fitness intention via appearance-based exercise motivation and perceived behavioral control in sequence.

Practical implications

The findings have some practical implications for both individuals and fitness center managers. First, people can view appearance comparison rationally, understand the process of its transformation into fitness intention and enhance fitness intention. Second, fitness center managers can make some reasonable marketing plans according to this study.

Originality/value

This study explores the positive effects of appearance comparison combining social comparison theory, social cognitive theory and the theory of planned behavior. It contributes to extant literatures about appearance comparison and fitness intention by promoting the understanding of the influence mechanism of fitness intention.

Keywords

Acknowledgements

The authors would like to express their sincere gratitude to the editors and anonymous reviewers for their valuable comments, which have greatly improved this paper.

Funding: This research was funded by the National Natural Science Foundation of China (Grant No. 71804119) and the China Postdoctoral Science Foundation (Grant No. 2019M663482).

Citation

Pu, B., Zhang, L., Sang, W. and Ji, S. (2022), "From appearance comparison to fitness intention: mediating roles of appearance-based exercise motivation and perceived behavioral control", Asia Pacific Journal of Marketing and Logistics, Vol. 34 No. 8, pp. 1702-1720. https://doi.org/10.1108/APJML-05-2021-0313

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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