Unveiling the power of social influence: how functional, emotional, and social values drive Pilates participation through an extended TPB model

This study contributes to the literature by applying an ETPB model to the context of Pilates, incorporating perceived value as an additional factor. It challenges the traditional emphasis on attitude as the primary predictor of behavioral intention by highlighting the dominant role of subjective norms. These insights offer a more nuanced understanding of the factors driving Pilates participation and provide practical implications for developing strategies to enhance engagement and retention in Pilates programs.