“北冰南展”背景下南方高校学生参与校园冰雪运动行为意向研究——基于TPB拓展模型

Behavioral Intention of Southern College Students to Participate in Campus Ice and Snow Sports in Context of“Developing Northern Ice and Snow Sport in Southern Areas”

以计划行为理论为理论框架,引入新奇追求和校园冰雪文化变量,构建了南方地区高校学生参与校园冰雪运动行为意向结构方程模型,并以湖南科技大学为例进行实证检验。研究发现,态度、主观规范、知觉行为控制、新奇追求和校园冰雪文化均会对参与校园冰雪运动行为意向产生正向影响,新奇追求与校园冰雪文化通过态度间接影响行为意向。因此,建议拓展宣传方式,营造校园冰雪文化氛围;利用社群影响,提高学生参与程度;完善“软硬”设施,提高学生知觉控制能力;把握学生新奇追求心理,促进学生持续参与行为。

Using the Theory of Planned Behaviour as the theoretical framework and introducing the variables of novelty seeking and campus snow and ice culture,a structural equation model of students’behavioral intention to participate in campus snow and ice sports in southern universities is constructed and empirically tested using Hunan University of Science and Technology.The paper shows that attitude,subjective norms,perceptual behavioral control,novelty seeking and campus snow and ice culture all can positively influence behavioral intention to participate in campus snow and ice sport,and novelty seeking and campus snow and ice culture indirectly influence behavioral intention through attitude.Therefore,It is recommended to expand publicity methods to create a cultural atmosphere of ice and snow on campus,to use the influence of the community to increase the degree of students’participation,to improve the“soft and hard”facilities to improve the students’perceptual control ability,to grasp the students’novelty-seeking mentality to promote students’sustained participation in the behavior.