The purpose of the study was to investigate the connections among exercise self-efficacy, physical self-concept and values of campaign. The participants were undergraduates of National University of Kaohsiung. By adopting the convenience sampling, the research issued 240 questionnaires with 225 returned. The response rate was 93.75%. The subjects were composed of 122 males (54.2%) and 103 females (45.8%), and the average age was 19.57±2.02. The result showed that the higher the exercise self-efficacy is, the better the physical self-concept is, which in turn leads to the higher values of campaign. In other words, the physical self-concept plays a mediator role in the cause-and-effect model. It is then suggested that teachers should help students improve their physical self-concept, which will raise their values of campaign.