Author ORCID Identifier
DOI
https://doi.org/10.7290/jasm16qkxc
Abstract
A segmentation study is conducted via constraint-based latent profile analysis (based on the hierarchical model of leisure constraint), focusing on Chinese college students. Multi-profile analysis further compares key determinants (i.e., constraints/motives) of physical activity intention by profile. Three profiles emerged: ‘body image-conscious physically active’, ‘noncommittal but achievement-driven’, and ‘constrained but motivated by enjoyment/socialization’. Each profile reports distinctive patterns in perceived levels of constraints, motives, and intention. Constraints/motives identified as determinants for intention vary by profile. Compared to North America, China tends to have more college students seeing physical activity as a task than leisure. Profile-specific marketing strategies are suggested.
Recommended Citation
Kim, Jeeyoon
(2024)
"Constraint-based Latent Profile Analysis to Investigate the Physical Activity Market Segments among Chinese College Students,"
Journal of Applied Sport Management: Vol. 16
:
Iss.
2.
https://doi.org/10.7290/jasm16qkxc
Available at:
https://trace.tennessee.edu/jasm/vol16/iss2/2