Avaliação da imagem corporal e intenções comportamentais dos frequentadores de academias: podemos realmente alcançar a retenção de frequentadores?
DOI:
https://doi.org/10.47197/retos.v49.98121Palavras-chave:
fitness center, body image, intention, members (, centro fitness, imagen corporal, intención, integrantes)Resumo
O conceito de imagem corporal é multidimensional e refere-se à atitude de cada pessoa em relação ao seu corpo e à sua aparência. O objetivo desta investigação foi estudar a forma como os praticantes de ginásios gregos avaliam a sua imagem corporal e se esta avaliação difere em função do género, idade e IMC. Além disso, o estudo teve como objetivo pesquisar se a imagem corporal de frequentadores de academia pode predizer sua intenção de manter a academia. A amostra da pesquisa consistiu em 220 membros adultos de academias em uma cidade grega. Para as necessidades desta investigação, foi utilizada a escala MBSRQ-Appearance (Cash, 2000), que inclui 4 fatores: i) satisfação com a aparência (7 itens), ii) investimento na aparência (12 itens), iii) ansiedade com a aparência e peso (4 itens) iv) autocategorização do peso (2 itens) ev) satisfação com as partes do corpo (9 itens). O MBSRQ foi previamente adaptado para uma população grega com resultados de validade satisfatórios. Para a intenção de continuar frequentando uma academia, utilizou-se uma questão baseada na Teoria do Comportamento Planejado: Voltarei a frequentar a academia no próximo ano. Todas as respostas foram dadas em uma escala Likert de cinco pontos. Para as necessidades desta pesquisa, o questionário coletou características demográficas adicionais de gênero, idade e índice de massa corporal (IMC) da amostra. Não houve diferenças estatísticas na avaliação da imagem corporal de acordo com o sexo e idade da amostra. Em vez disso, surgiram diferenças na forma como os membros da amostra percebiam sua imagem corporal e, mais especificamente, em sua “autocategorização de peso”, conforme eram classificados como “normais” com base em seu IMC, “excesso de peso” ou “obesidade”. Quanto à intenção de continuar com seu pertencimento, pode-se predizer pelo fator Satisfação com as partes do corpo. Atrair clientes para serviços de fitness precisa parar de se concentrar em promover um corpo em forma e impecável e encorajar as pessoas que subestimam sua imagem corporal a aproveitar seus serviços.
Palavras-chave: academia, imagem corporal, intenção, frequentadores de academias
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