An Empirical Study On The Influence Of Mass Risk Perception On Continuous Participation Behavior In Ski Sports

Thanks to the influence of national policies and the successful hosting of the Winter Olympics,the development of skiing is showing a thriving trend.It is widely known for its fast and stimulating characteristics.Against the backdrop of rapid development,how to promote the sustainable and high-quality development of ice and snow sports in China is a huge challenge for China;Ensuring sustainable participation in skiing and determining a stable skiing population is crucial for the sustainable development of skiing.Analyzing the factors that affect the sustainability of skiing participation is a prerequisite for ensuring its sustainability.Therefore,this paper focuses on the risk cognition of ski participants,and takes the constituent elements of ski sports risk cognition as the entry point to explore its impact on the continuous participation behavior of ski sports,and combines the mesomeric effect of self-efficacy to deeply study the factors that affect the continuous participation behavior,aiming to deeply understand the participation needs of ski participants,improve the number of continuous participants in ski sports,and promote the continuous participation behavior of ski participants.In this study,the literature review method was used to collect theoretical support from literature,and all literature was screened and analyzed to lay a solid foundation for subsequent research;Then combined with the Grounded theory,six experts in the field of skiing and university teachers were interviewed by using the interview method,and 10 skiing participants with long-term skiing habits and 10 with skiing experience were interviewed semi structurally.The three-level coding analysis of the Grounded theory was carried out to produce the constituent factors of skiing risk cognition;Then,with the help of S0 R theory,according to the results of Grounded theory,a theoretical model reflecting the relationship between risk perception,self-efficacy,and continuous participation in skiing is established;In order to verify the wide acceptance of the data,the questionnaire method was used to set up each item according to the literature review,expert suggestions,and the characteristics of skiing itself,and to design the questionnaire and scale for the constituent elements of skiing risk cognition,self-efficacy,and the continuous participation behavior of skiing;Finally,using data analysis methods,exploratory and confirmatory analyses were conducted on the questionnaire and scale using SPSS26.0 and AMOS226.0 software to empirically test the effective data.The main conclusions of this study are as follows:(1)The higher the evaluation of skiing risk,the more inhibitory the sustained participation behavior of skiing;(2)Skiers’ own factors have a higher impact on participants’ self judgment of abilities;(3)Self-efficacy plays a mediating role in the impact of risk perception on the continuous participation behavior of skiing.Based on the research results of this study,three improvement paths are proposed to promote the continuous participation of skiers in skiing:(1)optimizing the service system and reducing the risk assessment level of skiers;(2)Explore the value of skiing and create multiple self skiing efficiency experiences;(3)Enhance the flow experience,enhance self-efficacy,and promote skiing participants to continue skiing.