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The purpose of this study was to analyze leisure sports image using semantic differential scale in University students. A total of 650 university students, from Three universities, completed a questionnaire, however 36 had to be discarded as they were not filled in correctly or had missing data. Descriptive statistics i.e. means and standard deviations, were provided and the significant differences were tested by the use of t-test, exploratory factor analysis (EFA). To overcome the irregular distributions varimax formula was used. The results are as follows. First, there were 48 pairs of adjectives elected that could describe the image of leisure sports and these were classified into four main factors; beneficial, tenacity, physical exhaustion, and familiarity. Of these the most important factor was the how beneficial it was. Second, there were differences in the image of leisure sports image according to the characteristics of the university students. The male university students imagery focused on the physical aspects, while the female students focused on the familiarity.
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