Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)

<Previous Article In Volume
Next Article In Volume>

What Predicts Chinese Winter Sports Participation Intention Based on an Extended TPB Model: Exploring the Moderating Effects of Traditional Media and Social Media Attention

Authors
Mingxia Li1, *
1University of International Relations, Beijing, China
*Corresponding author. Email: 18959205186@189.cn
Corresponding Author
Mingxia Li
Available Online 29 December 2022.
DOI
10.2991/978-2-494069-31-2_53How to use a DOI?
Keywords
the theory of planned behaviour; injunctive norms; winter sports participation intention; traditional media attention; social media attention
Abstract

This study extends the theory of planned behaviour (TPB) by taking media factors into account. Specifically, this study examines the moderating effects of traditional media and social media attention on the relationship between subjective norms, injunctive norms and winter sports participation intention. An online survey was conducted in China (N = 499) using convenience sampling. The results indicated that attitude, subjective norms, injunctive norms and perceived behavioural control were positively associated with winter sports participation intention. In addition, both traditional media and social media attention moderate the relationship between subjective norms, injunctive norms and winter sports participation intention. Theoretical and practical contributions are discussed as well.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 December 2022
ISBN
978-2-494069-31-2
ISSN
2352-5398
DOI
10.2991/978-2-494069-31-2_53How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Mingxia Li
PY  - 2022
DA  - 2022/12/29
TI  - What Predicts Chinese Winter Sports Participation Intention Based on an Extended TPB Model: Exploring the Moderating Effects of Traditional Media and Social Media Attention
BT  - Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
PB  - Atlantis Press
SP  - 414
EP  - 429
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-31-2_53
DO  - 10.2991/978-2-494069-31-2_53
ID  - Li2022
ER  -