Research On The Effects Of Mass Sports Event Culture On The Events’ Participating Intention

The development of mass sports event culture is an intrinsic requirement for building a cultural power,and the creation of diverse mass sports events is an intrinsic requirement for building a sports power.As the unique spiritual core of China,culture should be integrated into the process of holding and publicizing mass sports events,and event culture is also regarded as an important factor affecting the participation of the masses in sports events.Therefore,how to promote the active participation in mass sports events has become an important topic to promote the development of the national fitness campaign.The participating intention refers to the subjective judgment of the probability and willingness to participate in a mass sports events.The events’ culture often affects the value judgment of the individual on the participation behavior,and then intervenes or promotes the generation of the participating intention.On the basis of domestic and foreign researches,under the guidance of the Theory of Planned Behavior(TPB),this study takes events culture as the trigger,and uses the grounded theory to construct a theoretical framework that affects the participating intention.Subsequently,mathematical statistics is used to discuss the influence mechanism of event culture on the participating intention by Structural Equation Modeling(SEM),so as to provide a decision-making basis for the development of mass sports events from the perspective of culture.According to people’s cultural preferences,we can clarify the focus of the cultural construction of events.The research results are as follows:In order to construct the theoretical framework of event culture,this study uses the grounded theory of qualitative research,takes the in-depth participants of mass sports events as interview objects to carry out semi-structured interviews,encodes interview data through three-level coding technology.(1)A total of 36 free nodes obtained through opening coding;(2)7 sub-category correlation codes obtained through the discussion of nodes’ categories in the axial coding: exemplary cultural norms,identification cultural norms,convenient event culture perception,supportive event culture perception,spiritual culture immersion,personal value fulfillment,material culture satisfaction;(3)3 core categories obtained through selective coding finally: cultural norms of events,participating perceived control and participating attitude.This study confirms:(1)Individuals’ cultural norms of events have a significant positive impact on participating intention;(2)Individual’s participating perceived control does not have a significant effect on participating intention;(3)Individuals’ participating attitude have a significant positive impact on participating intention;This study finds:(1)The marital status of individuals shows significant differences in their participating perceived control,specifically the married group is significantly lower than that of the unmarried group;(2)The age also shows significant differences in participating perceived control,which the young group under 30 years old are significantly higher than the middle-aged and elderly group.(3)There are significant differences in the participating perceived control of individual occupations,which is reflected in the stronger degree of perceived behavioral control in other occupations,students and unemployed people.Based on above results,this paper puts forward the targeted suggestions from three aspects,and provides practical strategic basis for the benign development of mass sports events:(1)Strengthen the cultural export of events by enhancing the social interaction ability;(2)Enrich the cultural content by improving the level of management and service;(3)Explore the diversified value of the event culture by giving full play to the distinctive brand effect of events.