中国武术国际传播中的受众行为研究

Study on Customers' Behavior in International Communication of Chinese Wushu

论文借鉴定型观念与归因、原产地与国家形象、原产地效应对消费者行为的影响等相关理论,以澳大利亚武术消费者为调查对象,通过问卷调查的形式,分析了国外消费者对"中国武术"的定型观念,并采用探索性因子分析法找出了定型观念的构成维度,分析了国外消费者的个人特征与其定型观念对武术消费行为意向产生的影响,并由此提出了一些应对性策略。一方面可以探索武术国际传播的规律,丰富和深化武术国际传播理论,为实践提供理论指导,提高武术国际传播的效能。另一方面可为我国武术主管部门制定武术国际传播的政策提供参考,推动武术的国际发展,最终确立中国武术在世界体育文化中应有的作用和地位。

Referring to related theories such as stereotype concept and attribution, origin and national image and the effect of country of origin on consumer behavior, taking Australian consumers of Wushu as respondents, with the form of questionnaire survey, the paper analyzes foreign consumers＇ stereotype concept of Chinese Wushu, with the method of exploratory factor analysis to identify the composition of the stereotypes dimensions, and analyzes the foreign consumers＂ personal characteristics and the impact of their stereotype concept on consumers＇ behavior intention, and thus puts forward some counter strategies. On the one hand, it can explore the regularity of Wushu international spread, enrich and deepen Wushu international communication theory, provide theoretical guidance for practice, and improve the efficiency of Wushu international spread. On the other hand, it can provide reference for Wushu competent depart- ment of China to be formulate Wushu international communication policy, promote international development of Wushu, and finally establish the role and position of Chinese Wushu in the world sports culture.