Communication as a Strategy to Promote Sports and Health Activities Designed for Adolescents

Abstract

Physical activity reduces the risk of developing noncommunicable diseases and improves quality of life, providing health benefits for present and future generations. This is especially relevant for adolescents. Educational institutions are promoters of healthy habits through the organisation of different activities such as extracurricular sports programmes. These activities increase the rates of sports practice among adolescents. The literature shows that the perceived quality of sports and health services is an antecedent of users’ behavioural intentions. The aim of this paper is to find out whether communication from educational/sports organisations influences adolescents’ intentions to continue engaging in physical activity. A total of 1080 students participated, with a mean age of 13.76 ± 1.39 years, 34.1% of whom were girls. Tests were conducted to verify the validity and reliability of the model that relates communication with value, satisfaction, and future intentions. Tests were conducted to verify the validity (average variance extracted was between 0.754 and 0.583) and reliability (composite reliability was between 0.925 and 0.813) of the model that relates communication with value, satisfaction, and future intentions. Confirmatory analyses and factor invariance tests were performed. The results revealed that communication is an antecedent of value, satisfaction, and future intentions. In conclusion, communication is a good strategy to consolidate sporting habits in both male and female adolescents.