Expectancy-value theory asserts that intrinsic motivation is enhanced by values that one perceives in a behavior and is hindered by cost perceived associated with the behavior. Perceived values and cost play a significant longitudinal role in motivation in classrooms and in sports (Jacob et al., 2002). The purpose of this study was to examine the expectancy-value components (attainment, interest, utility values and cost; Eccels, 1987) in a mandatory university physical education setting and as related to serf-initiated physical activity. The data were collected individually from a random sample of 386 university students in China's key (highest ranking) universities where students are …