抄録
The purpose of this study was to examine the impact of exercise behavior on body image among female fitness club members in Japan and South Korea. Based on a survey conducted in the two countries, statistical analyses revealed that, for Japanese female members, their exercise performance had a positive impact on body image. However, for Korean female members, their body image was not affected by their exercise performance. These results provided some suggestions for improving the fitness club marketing strategy in both Japan and South Korea.
