소비자의 체중관리 성과에 영향을 미치는 요인에 관한 연구

Abstract

The present study attempted to investigate the effect of self efficacy on personal and social factors, external institute factors, customer role clarity, and the customer's motivation in weight control, and subsequently on weight control performance by influencing weight control behavior. The study was conducted for a month, using questionnaires with actual consumers of professional weight control centers . A total of 316 questionnaires were used in the final analysis with SPSS 10.1 and the LISREL programs. The findings of the study are as follows: First, the customers' past behavior in weight control significantly affected their current weight control behavior, indicating that the more experience a customer has in weight control, the more effort he or she exerts. Second, the customers' weight control attitude did not significantly affect their weight control behavior, suggesting even the positive attitude may not necessarily lead to behavior, which is different from the finding of the previous research in weight control that posits the effect of attitude on behavior. Third, the customers' affect positively influenced their weight control behavior, implying that it is important for professional weight control centers to establish various marketing strategies that can induce active participation from their customers. Fourth, the professionalism of the weight control centers significantly affected both customer role clarity and his or her motivation. The results suggest that the weight control centers establish clear guidelines, rules, or rationales for weight control that can enhance their customers' motivation and success. Fifth, the customers' subject norm significantly affected their weight control behavior, suggesting the strong influence of reference group in weight control behavior. It is recommended for weight control centers that along with their marketing strategies for individual customers, they encourage their customers to conduct the weight control activities with their family or colleagues, considering the powerful influence of the reference group. Sixth, both the customer role clarity and motivation significantly affected weight control behavior. The results suggest that the more thorough and clear a customer's goals and motivation are, the higher his or her level of weight control behavior is. Seventh, the level of weight control significantly affected the degree of success in weight control. The results imply that the customer's greater effort to lose weight and follow the program faithfully will lead to higher level of success in weight control, which means success in weight control may not be possible without great self efforts. Finally, the significant differences between the two groups shown in the professionalism of the weight control centers, customer's attitude, past behavior, subjective norm, motivation, weight control level, and success seem to be born out because those with higher self efficacy have clearer sense of their goals and the necessity of self control.