In order to investigate the effects of body image, commitment, and attitude on behavior after purchase of the Pilates consumers, this study sampled adults who were participating in the exercise at a Pilates center. By using the convenience sampling method, the data of 253 persons were analyzed. In relation to the appearance orientation and physical satisfaction, which are subfactors of the body image of a Pilates consumer, commitment and appearance evaluation have significant effects on attitudes, such as additional effort and satisfaction. Trust, appearance evaluation, and body satisfaction have significant effects on recommendation, appearance orientation, and appearance evaluation of postpurchase behavior. Body satisfaction has a significant effect on the duration of the exercise after purchase. Commitment of Pilates consumers has a significant effect on attitudes, such as additional effort and satisfaction, while trust and commitment have significant effects on the recommendation to others after purchase and the duration of the exercise. Therefore, a program based on the basic principles of Pilates that can increase the interest and demand of the customers, and a systematic exercising method for improving the health of the customers are deemed necessary. These will help customers in having a positive attitude by creating a positive body image and increasing their engagement. In addition, these can convey positive images about Pilates and encourage customers to spend time on working out regularly by fulfilling their value and increasing their quality of life.
Keywords: Body image; Commitment; Pilates.