Autores
Orientador(es)
Resumo(s)
Esta tese teve como objetivo identificar as relações entre as representações do corpo, a
autoestima, a imagem corporal, as intenções comportamentais de consumo dos usuários e
a oferta de serviços em ginásios. Para tal, a pesquisa foi realizada em três fases. A primeira
fase teve como objetivo verificar e interpretar as intenções comportamentais de consumo de
usuários, ex-usuários e não usuários de ginásios a partir da identificação das representações
do corpo, da autoestima e da imagem corporal. A operacionalização desta fase foi feita
através da realização de entrevistas semiestruturadas com clientes do ginásio investigado,
com pessoas que frequentaram o ginásio (ex-usuários) e com pessoas que não frequentam
ginásios, com posterior análise de conteúdo, visando conhecer o ˂corpo almejado>. As
fases 2 e 3 permitiram identificar as promessas de venda e a oferta de serviços no ginásio:
Na fase 2, foram realizadas entrevistas semiestruturadas com os gestores do ginásio, com
posterior análise de conteúdo. Na fase 3 realizou-se a análise documental das formas de
comunicação (interna e externa) utilizadas pelo ginásio, como cartazes, e-mails, mensagens
via WhatsApp, site e redes sociais, também seguidas de análise de conteúdo. Os dados das
entrevistas e da análise documental foram organizados e analisados embasados em Bardin
(2011), em torno de três polos cronológicos: 1. pré análise; 2. exploração do material; 3.
tratamento dos resultados, inferência e interpretação. Adicionalmente, utilizou-se fotografias
ao longo das três fases para complementar e fornecer robustez aos dados obtidos. Os
resultados permitiram confirmar as influências das representações do corpo sobre a
autoestima e a imagem corporal das pessoas que frequentam ginásios, que por sua vez se
relacionam com as intenções comportamentais de consumo no contexto do fitness. Por fim,
os resultados indicam ainda que os gestores do ginásio investigado, assim como as formas
de comunicação que utilizam estão, na maior parte das vezes, conectadas às necessidades
e aos desejos dos usuários, atestando a relevância de que haja relações diretas entre a
oferta de serviços e as intenções comportamentais de consumo nesse mercado específico.
Contribuições para a gestão dos ginásios, limitações e sugestões para futuras pesquisas
são apresentadas a partir dos resultados obtidos.
This thesis aimed to identify the relationships between body representations, self-esteem, body image, users' behavioral intentions and the provision of services in gyms. The research was conducted in three phases. The first phase aimed to verify and interpret the behavioral intentions of consumption in gyms by the identification of body representations, self-esteem and body image. The operationalization of this phase was made by means of semi-structured interviews with users of the investigated gym, with people who either attended this gym (former users) and with people who do not attend gyms. The interviews were followed by a subsequent content analysis that aimed to know ˂the desired body>. Phases 2 and 3 made it possible to identify sales promises and services offered at the gym: In phase 2, semistructured interviews were applied with all gym managers, with subsequent content analysis. In phase 3, a documentary analysis of the communication forms (internal and external) used by the gym was carried out, followed by content analysis. Data of the interviews and of the document analysis were organized and analyzed based on Bardin (2011), by means of three chronological poles: 1. pre-analysis; 2. material exploration; 3. treatment of the results, inference and interpretation. Additionally, photographs were used throughout the three phases to complement and provide robustness to the obtained data. The results confirmed the influences of body representations on self-esteem and body image of people who attend gyms, which in turn relate (self-esteem and body image) to the behavioral intentions of consumption in the context of fitness. Finally, the results also indicate that the gymnasium managers investigated, as well as the communication forms they use are, in most cases, connected to the users needs and desires, attesting to the relevance of having direct relations between the offered services and consumer behavioral intentions in that particular market. Contributions to the management of gyms, limitations and suggestions for future research are presented according to the obtained results
This thesis aimed to identify the relationships between body representations, self-esteem, body image, users' behavioral intentions and the provision of services in gyms. The research was conducted in three phases. The first phase aimed to verify and interpret the behavioral intentions of consumption in gyms by the identification of body representations, self-esteem and body image. The operationalization of this phase was made by means of semi-structured interviews with users of the investigated gym, with people who either attended this gym (former users) and with people who do not attend gyms. The interviews were followed by a subsequent content analysis that aimed to know ˂the desired body>. Phases 2 and 3 made it possible to identify sales promises and services offered at the gym: In phase 2, semistructured interviews were applied with all gym managers, with subsequent content analysis. In phase 3, a documentary analysis of the communication forms (internal and external) used by the gym was carried out, followed by content analysis. Data of the interviews and of the document analysis were organized and analyzed based on Bardin (2011), by means of three chronological poles: 1. pre-analysis; 2. material exploration; 3. treatment of the results, inference and interpretation. Additionally, photographs were used throughout the three phases to complement and provide robustness to the obtained data. The results confirmed the influences of body representations on self-esteem and body image of people who attend gyms, which in turn relate (self-esteem and body image) to the behavioral intentions of consumption in the context of fitness. Finally, the results also indicate that the gymnasium managers investigated, as well as the communication forms they use are, in most cases, connected to the users needs and desires, attesting to the relevance of having direct relations between the offered services and consumer behavioral intentions in that particular market. Contributions to the management of gyms, limitations and suggestions for future research are presented according to the obtained results
Descrição
Palavras-chave
Autoestima e imagem corporal Comportamento do consumidor Consumo no fitness Corpo e cultura Corpo e sociedade Lealdade no fitness Oferta de serviços no fitness Body and culture Body and society Consumer Behavior Fitness consumption Fitness loyalty Fitness service provision Self-esteem and body image