Research On The Influencing Factors Of Digital Inheritance Effect Of Sports Intangible Cultural Heritage

Culture is the soul of a country and a nation,as well as the soul of national governance.According to the "Fourteenth Five Year" Cultural Development Plan,sports intangible cultural heritage(hereinafter referred to as "sports intangible cultural heritage")is an important part of cultural heritage.In addition to the development strategy of a Healthy China and the goal of building a sports power,the digital inheritance of sports intangible cultural heritage will play a significant role in promoting the prosperity and development of the cultural heritage industry and sports industry.Based on the method of grounded theory,this study analyzed the influencing factors of the digital inheritance effect of sports intangible cultural heritage,so as to enrich the theoretical system of sports intangible cultural heritage research and promote the development of sports intangible cultural heritage digital inheritance.First of all,the research combined the network literature and related books to analyze the relevant concepts and development status of sports intangible cultural heritage,and grasp its basic situation.Secondly,determine the category of digitalization and digitalization technology,and elaborate the relevant concepts such as the grounded theory,cultural identity theory and technology acceptance model that will be used in the research,so as to lay a solid theoretical foundation for the later in-depth research.Finally,in consideration of the audience scope and data quality,the original comment data is obtained on the Kwai short video platform selected from the current mainstream short video platforms,and JSON comment data is obtained by using Python’s request processing library and pcursor page turning parameters.A total of20579 net comment data are obtained through data cleaning.According to the grounded theory,2/3 of Kwai users’ comments(i.e.,8232comments)are randomly selected for open coding.The concept extraction was carried out on all the comments texts,and the categories formed by axial coding were trust,cultural confidence,inheritance intention,perceived usefulness,perceived ease of use,inheritance resistance and technical anxiety.Selective coding further summarizes and integrates the results of axial coding.Then,the theoretical model is verified and analyzed by designing and distributing questionnaires,including descriptive analysis of questionnaire data and reliability and validity analysis,correlation analysis and path coefficient test by using structural theoretical model.Finally,it is concluded that the mediating effect of perceived usefulness and inheritance intention is obvious,while the mediating effect of perceived ease of use is relatively insignificant.It cannot exert significant acceptance between inheritance resistance and audience acceptance.Trust,cultural confidence,perceived usefulness,perceived ease of use and willingness to inherit have positive feedback relationships with audience acceptance,while inheritance resistance has negative feedback relationships with willingness to inherit and technology anxiety has negative feedback relationships with audience acceptance.Finally,according to the research results,combined with the current status of digital construction and inheritance of sports intangible cultural heritage,corresponding improvement strategies for the digital inheritance of sports intangible cultural heritage are proposed from three aspects: trust and perceived usefulness,perceived ease of use,cultural confidence and inheritance willingness,hoping to promote the development of sports intangible cultural heritage digitalization,strengthen cultural self-confidence,and enhance the influence of the excellent traditional culture of the Chinese nation.