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

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.