基于方法目的链视角的大学生冰雪运动参与动机研究

Study of the Motivation of College Students Participating in Ice and Snow Sports Based on Method and Objective Chain

以方法目的链为研究工具,运用软式阶梯访谈法、内容分析法等,构建了大学生冰雪运动参与动机层级价值图(HVM)。大学生参与冰雪运动的动机属性包括口碑质量、价格合理、环境优美等8项;动机属性联结的行为结果包括心情愉悦、促进健康、强化社交关系等8项;参与结果联结的价值层级包括享受生活、优越感、自我实现等6项。研究发现:大学生冰雪运动参与动机的主要路径为:"口碑质量—心情愉悦—优越感""口碑质量—强化社交关系—享受生活""价格合理—强化社交关系—享受生活""环境优美—享受风景—享受生活"。

With the method and objective chain as the research tool,the hierarchical value diagram(HVM)of college studentsice and snow sports participation motivation is constructed by soft ladder interview and content analysis.The motivation attributes of college studentsparticipation in ice and snow sports include 8 aspects,such as word-of-mouth quality,reasonable price and beautiful environment.The behavioral results of motivational attribute link include 8 items,such as happy mood,improving health and strengthening social relations.The value hierarchy of participating results link includes 6 items,such as enjoying life,sense of superiority and self-realization.According to the research,the main paths of college studentsice and snow sports participation motivations are word-of-mouth quality-happy mood-sense of superiority,word-of-mouth quality-strengthening social relationsenjoying life,reasonable price-strengthening social relations-enjoying life,and beautiful environment-enjoying scenery-enjoying life.