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"
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 posi-tively 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 cul-tural 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.
ice and snow sporttheory of planned behaviorattitudesubjective normsperceptual behavior controlnovelty pursuitcampus ice culturebehavior intention
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