본 연구는 소비자의 체중관리 행동에 있어 서비스제공업체요인 및 고객요인이 체중관리 성과에 미치는 영향과 이들 간의 영향관계에 있어 자기효능감의 조절적 역할을 검증하고자 하였다. 이를 위해 실제 체중관리업체를 이 용해서 체중관리를 하고 있는 소비자 대상 설문지 총 316부를 최종분석에 사용한 실증분석 결과는 다음과 같다. 분석결과 첫째, 서비스제공업체의 전문성이 고객의 역할명확성 및 고객의 동기유발에 유의한 영향을 미치는 것 으로 나타났다. 이들 영향관계에서 서비스제공업체의 전문성이 고객역할의 명확성보다는 동기유발에 더 큰 상 대적 영향력을 나타냈다. 또한 체중관리 태도가 관리행동 수준에 유의한 영향을 미치는 것으로 나타나 체중관리 에 대한 긍정적 태도 형성이 행동을 이끈다는 것을 보여주고 있다. 둘째, 체중관리행동에 있어 형성되는 긍정적 감정은 체중관리행동 수준을 강화시키지만 부정적 감정의 형성은 체중관리행동 수준에 유의적 영향을 미치지 않는 것으로 나타났다. 셋째, 체중관리에 대한 과거경험이 많을수록 축적된 경험으로 인해 체중관리행동을 더 욱 적극적으로 유도함을 나타냈다. 넷째, 고객 역할의 명확성은 체중관리행동 수준에 유의적 영향을 미치지 않 는 것으로 나타났으나, 고객의 동기유발은 체중관리행동 수준을 강화시키는 것으로 나타나 소비자에게 체중관 리에 대한 목표 및 계획 등에 대한 명확한 역할을 인식하게 하기보다는 체중관리에 대한 동기에 부여될 수 있도 록 하는 것이 적극적인 체중관리행동을 이끈다는 것을 나타내고 있다. 또한, 소비자의 체중관리행동 수준이 높 을수록 체중관리 성과를 증대시키는 것으로 나타났다. 마지막으로 소비자의 체중관리행동에 있어 자기효능감 의 조절 효과를 나타냈다. 특히 자기효능감 저집단보다는 고집단의 경우에서 체중관리태도, 긍정적 감정, 고객 의 동기유발이 체중관리행동 수준에 영향을 미치는 것으로 나타나 자기효능감이 높을수록 체중관리행동도 적극 적으로 수행하고 있음을 나타내고 있다.

This study attempted to investigate the effects of the service provider and consumer factors on weight control performance and consumer satisfaction, focusing on the moderating effect of the consumer’s selfefficacy. A survey was conducted with actual consumers of professional weight control centers. A total of 316 questionnaires were used in the final analysis and the findings of study are as follows: First, the expertise of service providers significantly affected the customers’ role clarity and their motivation level. The service provider’s expertise had a greater effect on the consumers’ motivation than on their role clarity. Second, the customers’ weight control attitude affected their weight control behavior on a statistically significant level, indicating positive attitude helps to form effective behavior. Third, positive emotion showed a significant effect on the level of weight control behavior, but negative emotion did not. Fourth, past experience showed a significant effect on weight control: the more experienced in weight control the consumers were, the more active weight control performance they showed based on their prior experience. Fifth, role clarity did not significantly affect weight control behavior, whereas motivation did. The results imply that motivating consumers for weight control, rather than having them clearly understand their roles in the goals and plans for weight control, can lead to more active weight control behavior. Sixth, the level of weight control behavior significantly affected the degree of success in weight control. Lastly, self-efficacy showed a moderating effect on weight control behavior. Consumers’ attitude, positive emotion, and motivation significantly affected their weight control behavior for the high self-efficacy group, rather than for the low self-efficacy group, indicating that higher self-efficacy can lead to more active weight control behavior. The results suggest the important role of self-efficacy in weight control.

This study attempted to investigate the effects of the service provider and consumer factors on weight control performance and consumer satisfaction, focusing on the moderating effect of the consumer’s selfefficacy. A survey was conducted with actual consumers of professional weight control centers. A total of 316 questionnaires were used in the final analysis and the findings of study are as follows: First, the expertise of service providers significantly affected the customers’ role clarity and their motivation level. The service provider’s expertise had a greater effect on the consumers’ motivation than on their role clarity. Second, the customers’ weight control attitude affected their weight control behavior on a statistically significant level, indicating positive attitude helps to form effective behavior. Third, positive emotion showed a significant effect on the level of weight control behavior, but negative emotion did not. Fourth, past experience showed a significant effect on weight control: the more experienced in weight control the consumers were, the more active weight control performance they showed based on their prior experience. Fifth, role clarity did not significantly affect weight control behavior, whereas motivation did. The results imply that motivating consumers for weight control, rather than having them clearly understand their roles in the goals and plans for weight control, can lead to more active weight control behavior. Sixth, the level of weight control behavior significantly affected the degree of success in weight control. Lastly, self-efficacy showed a moderating effect on weight control behavior. Consumers’ attitude, positive emotion, and motivation significantly affected their weight control behavior for the high self-efficacy group, rather than for the low self-efficacy group, indicating that higher self-efficacy can lead to more active weight control behavior. The results suggest the important role of self-efficacy in weight control.

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expertise, emotion, role clarity, customers’ weight control attitude, emotion, self-efficacy, weight control performance and satisfaction