Impact of body image on women’s fitness persistence: the chain mediation role of self-efficacy and exercise motivation

Background Body image, as a crucial cognitive-emotional factor in women’s fitness behavior, has garnered attention for its multifaceted influence on exercise persistence. However, the chain mediation it consconsently that involving self-efficacy and exercise motivation has not been fully elucidated. Objective This study aims to explore the pathways through which body image is associated with women’s fitness persistence, and to examine the individual and chain mediation effects of self-efficacy and exercise motivation. Methods A cross-sectional survey design was employed, involving 721 women aged 18 to 38 from Shandong Province. The instruments used included the Body Image State Scale, Exercise Persistence Scale, General Self-Efficacy Scale, and Exercise Motivation Scale. Data were analyzed using SPSS 27.0 and PROCESS 4.0, with correlation analysis, regression analysis, and bootstrap mediation effect testing. Results Body image significantly and positively predicted fitness persistence ( β = 0.695, p < 0.001), with 54.1% of the total effect explained through mediation pathways. The single-step mediation effect of self-efficacy was the strongest (22.8%), the chain mediation (body image → self-efficacy → exercise motivation → behavior) accounted for 19.4%, and the independent mediation by exercise motivation accounted for 11.9%. Notably, self-efficacy had the highest explanatory power ( R 2 = 46.7%), underscoring its pivotal role in sustaining behavior. Conclusion Body image is related to long-term fitness persistence among women by enhancing self-efficacy and exercise motivation, particularly via their chain mediation mechanism. These findings provide theoretical support for intervention strategies centered on cognitive restructuring and motivational enhancement.