A Comparative Study on the Effect of Self-Determined Motivation of Generation Z on Their Exercise Adherence Intention According to Their Satisfaction with Body Image and Gender

Background : Generation Z is accustomed to using social media to expose themselves to others. Due to the characteristics of this generation, the intention to continue exercise differs depending on the satisfaction with one’s body image. Methods : This study analyzed (a) the effect of Generation Z’s self-determined motivation to exercise on their exercise adherence intention and (b) the moderating effect of satisfaction with body image and gender between self-determined motivation and exercise adherence intention. Data from 451 Generation Z (born during 1995–2010) university students in Republic of Korea were analyzed on self-determined motivation and exercise adherence intention by structural equation modeling (SEM). Results : The effect of self-determined motivation on exercise adherence intention showed that external regulation had a significant negative effect on exercise adherence intention. In contrast, identified regulation and intrinsic motivation had a significant positive effect on exercise adherence intention. Moreover, this study compared the differences between the four classified groups according to the gap between perceived and ideal body images, level of satisfaction or dissatisfaction with the body image, and gender. The comparison results indicated that external regulation had a significant negative effect on exercise adherence intention in all groups. In the group of men who were satisfied with their body image, intrinsic motivation had a positive effect on their exercise adherence intention. Conclusions : Based on the analysis results, Generation Z’s exercise adherence intention was more affected by internal satisfaction rather than external motivations. It is significance lies in the fact that it focused on Generation Z, who will be the future leading consumers.