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운동목표 범주화가 목표진도인지와 목표성취동기에 미치는 영향 : 자기효능감의 조절효과를 중심으로

Categorization Effect on Exercise Goal Progress Perception and Motivation: Moderating the Role of Self-efficacy

김유겸|박성진|장남경
국민체육진흥공단 한국스포츠과학원 (Korea Institute of Sport Science)|2022.12|체육과학연구 (Korean Journal of Sport Science)|제33권 제4호|pp. 624-635

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참고문헌

키워드

자기효능감Self-efficacyMotivationCategorization범주화운동목표목표진도인지목표성취동기Exercise goal progress Perception
주제분류체육

초록

[목적] 이 연구의 목적은 운동목표 범주화가 운동참여자들의 목표진도인지와 목표성취동기에 미치는 영향, 그리고 자기효능감과의 관계를 탐색하는 것이다. [방법] 이 연구는 2(실제 운동량[고](73%) vs. [저](27%)) x 2(범주화 vs. 비범주화) 피험자 간 요인설계 실험연구로 조작되었으며, 가상의 시나리오가 포함된 총 4가지 종류의 설문지를 무작위로 할당하여 360명으로부터 자료를 수집하였다. 실제 운동량과 운동목표 범주화 여부가 목표진도인지와 목표성취동기에 미치는 영향을 검증하기 위해 가변수를 통한 다중회귀분석을 실시하였으며, 조절된 매개효과 검증을 위해 Hayes Process Macro Model 7과 21을 사용하여 분석을 실시하였다. [결과] 연구 결과, 범주화+실제 운동량[저] 집단이 비범주화+실제 운동량[저]집단보다 목표진도인지가 통계적으로 더높게 나타났으며, 범주화+실제 운동량[고] 집단이 비범주화+실제 운동량[고]집단보다 목표진도인지가 유의하게 더낮게 나타났다. 목표진도인지 수준에 따라 목표성취동기 또한 정적인 영향을 나타내었으며, 자기효능감이 낮은 운동참여자들이 높은 참여자들보다 상대적으로 목표진도인지가 목표성취동기에 미치는 영향이 더 크게 나타났다. 따라서, 운동목표를 낮은 운동량으로 범주화했을 때, 자기효능감이 낮은 사람들에게 동기를 더 높여줄 수 있다는 점을 검증하였다. [결론] 이 연구는 범주화를 통해 자신의 목표 행동에 대한 동기를 상승시킬 수 있다는 점에서 참여스포츠 영역에 학문적 기여를 할 수 있다. 특히, 자기효능감이 범주화를 통한 목표진도인지와 목표성취동기를 조절한다는 새로운 연구모형을 제시했다는 점에서 학문적 의의가 있을 것이다. 또한, 범주화를 통해 피트니스 회원들의 진도인지를 조절할 수있을 뿐만 아니라, 연간 회원권 기간을 월 단위로 범주화하여 소비자들의 인지를 조절하는 마케팅 전략을 펼칠 수 있다는 점에서 실무적 시사점을 제시할 수 있을 것이다.

Abstract

PURPOSE This research explores the underlying mechanism that determines how people perceive their goal progress and its relation with their motivation and selfefficacy. METHODS Three hundred and sixty Koreans who participated in an online survey were given salient individual exercise goals (11 workouts), and they reported their self-efficacy, goal progress perception, and motivation. We conducted dummy variable multiple regression analysis (2 [absolute progress-low (27%) vs. high (73%)] X 2 [categorization vs. no-categorization]) and multiple moderated mediation analysis based on Process Model 7 and 21 (Hayes, 2017). RESULTS The findings showed significant interaction between categorization and absolute progress on progress perception. In low progress condition, the categorization group perceived more progress than no categorization group and contrary effect in high progress condition. For motivation, in low progress condition, categorization group was more motivated than no categorization group, and inverse effect in high progress condition. Moreover, there was no direct effect, but only low self-efficacy group played the moderating role between perceived progress and motivation in conditional indirect effect. Lastly, the result indicated significant multiple moderated mediation effect. CONCLUSIONS This research theoretically contributes to the domains of categorization and motivation. Sport marketers can utilize categorization as a strategy by breaking down yearly memberships into monthly categories based on consumers perceptions. Future research can include subsequent motivation after a superordinate goal is completed.

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