퍼스널 트레이너의 리더십 유형에 따른 신뢰, 즐거움 및 구전의도, 지속의도에 미치는 영향

Abstract

The purpose of this study is to determine the impact of a personal trainer's leadership type on trust in the leader, enjoyment of exercise, word-of-mouth intention, and intention to continue exercising, and to verify the moderating effect of PT members' achievement. Goal orientation of this relationship. To achieve the purpose of this study, questionnaires were distributed to adults aged 20 to 50 who had more than 10 PT experiences. Additionally, a convenience sampling method was conducted to ensure the representativeness of the sample. 500 copies of the link questionnaire were distributed through Embrain, an online survey company, and the final 500 copies collected were used for analysis. Confirmatory factor analysis (CFA) was conducted to ensure the reliability and validity of the measurement tool, and analysis was conducted using LMS (Latent Modered Structure Equation) to verify the hypothesis. The analyzed results are as follows. First, the personal trainer's democratic leadership was found to have a positive effect on trust in the leader and enjoyment of exercise. Second, the personal trainer's authoritarian leadership was found to have a negative effect on trust in the leader and enjoyment of exercise. Third, trust in the leader was found to have a positive effect on intention to word of mouth and intention to continue exercising. Fourth, enjoyment of exercise was found to have a positive effect on word-of-mouth intention and intention to continue exercising. Fifth, task orientation was found to positively moderate the effect of democratic leadership on trust in the leader and enjoyment of exercise, but authoritarian leadership did not appear to moderate the effect on trust in the leader and enjoyment of exercise. Sixth, ego-orientation did not moderate the effect of democratic leadership on trust in the leader, and appeared to positively moderate the effect of democratic leadership on enjoyment of exercise. In addition, authoritarian leadership was found to have a positive effect on trust in the leader and enjoyment of exercise. Therefore, it is meaningful in expanding the results of existing research by confirming the impact of the personal trainer's leadership type that matches the achievement goal tendencies of PT customers on word-of-mouth intention and intention to continue exercising. These research results are expected to contribute to the establishment of marketing strategies using human services in the context of fitness.