Xie Ming-Chuan, Chang Yao-Chuan, Cai Chuan-Ming
School of Physical Education and Health, Zhaoqing University, Guangdong, China.
School of Physical Education, Jimei University, Jimei, China.
Front Psychol. 2022 Oct 24;13:999153. doi: 10.3389/fpsyg.2022.999153. eCollection 2022.
The development of folk martial arts in China has encountered many obstacles and difficulties in promoting the sport. Although there are many martial arts-related groups on WeChat, the largest social media in China, the interaction is not enthusiastic enough and the participation is too low. The main purpose of this study is to understand the impact of social media marketing activities and user experience on the intention of people to participate in martial arts through a quantitative research method. After the literature study, a research model was developed based on Theory of Planned Behavior (TPB), in which the constructs include social media marketing activities, user experience, attitudes toward martial arts, subjective norms, martial arts attachment, and participation intention. The results of the study illustrated that social media marketing activities and user experience had a positive and significant effect on martial arts attitudes, subjective norms, and martial arts attachment Structural Equation Modeling (SEM). Martial arts attitudes, subjective norms, and martial arts attachment had a positive and significant effect on the intention to participate. Finally, based on the results of this study, we propose suggestions for social media marketing activities, user experience, martial arts attachment, attitudes toward martial arts, subjective norms, and martial arts participation intentions for martial arts social media operators, martial arts promotion organizations, and subsequent studies.
中国民间武术的发展在推广这项运动方面遇到了许多障碍和困难。尽管在中国最大的社交媒体微信上有许多与武术相关的群组，但互动不够热烈，参与度也很低。本研究的主要目的是通过定量研究方法，了解社交媒体营销活动和用户体验对人们参与武术意愿的影响。在文献研究之后，基于计划行为理论（TPB）开发了一个研究模型，其中的构念包括社交媒体营销活动、用户体验、对武术的态度、主观规范、武术依恋和参与意愿。研究结果表明，社交媒体营销活动和用户体验通过结构方程模型（SEM）对武术态度、主观规范和武术依恋产生了积极且显著的影响。武术态度、主观规范和武术依恋对参与意愿产生了积极且显著的影响。最后，基于本研究的结果，我们针对武术社交媒体运营商、武术推广组织以及后续研究，就社交媒体营销活动、用户体验、武术依恋、对武术的态度、主观规范和武术参与意愿提出了建议。
