Effects of Perceived Value on Sustainable Behavioral Intention among Pilates Participants: Focusing on the Extended Theory of Planned Behavior (ETPB)

Abstract

This study examined the relationships between attitude, subjective norms, perceived behavioral control, and behavioral intention through the perceived value of Pilates participants. The participants of this study were 301 Pilates students using Pilates studios located in Busan, Ulsan, and Gyeongbuk Province. The participants were selected by convenient sampling, a non-probability sampling method. The collected data were analyzed using descriptive analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and structural equation modeling analysis using SPSS 22.0 and AMOS 24.0. The results can be summarized as follows. First, among the three subfactors of perceived value, functional and social values had a positive effect on attitude. Second, attitude, subjective norms, and perceived behavioral control, which are three main components of the Theory of Planned Behavior, had a positive effect on the behavioral intention for Pilates. These results suggest that Pilates instructors require meticulous planning and efforts to develop an environment for promoting spontaneous interest and participation to attract students and engage their attention and interest in the field.