Research On International Communication Model Of Chinese Wushu From The Perspective Of "Motivation-Behavior"

Objective: In the context of globalization and media integration,previous studies exploring the international communication of Chinese Wushu(ICCW)model from the perspective of information dissemination have ignored its behavioral influence process.Hence,there is a lack of deep understanding of the law of the in-depth ICCW.And it is difficult to explain the international communication phenomenon of "in the Wushu community guided by the international disseminator,the international disseminator and audience insist on spreading Chinese Wushu".Therefore,this research starts from the perspective of Motivation-Behavior and is based on exploring the formation mechanism of the persistent behavior in spreading Chinese Wushu of the international disseminator(PBSD),the persistent behavior in practicing Chinese Wushu of the international audience(PBPA),and the social media participation behavior of the international audience(SMBA),as well as the intermediary mechanism of SMBA in the relationship between PBSD and PBPA to build the "motivation-behavior" theoretical model of the ICCW model,and reveal the behavior explanation mechanism of the ICCW model.Methods: This study took the international disseminators and audiences of Chinese Wushu as the objects of the survey.We proposed the research design for ICCW Model through literature reviews and field surveys(overseas research,overseas communication,and in-depth interviews).Then we designed the Survey of Overseas Chinese Martial Arts Disseminators and the Survey of Overseas Chinese Martial Arts Practitioners according to the outcome of the field survey and in-depth interview,as well as related Motivation-Behavior theories.After questionnaire distributions and data collections,we explored the behavior formation mechanism and behavior interaction relationship in ICCW Model with the methods of structural equation model(SEM)and deviation-corrected non-parametric percentile Bootstrap,and constructed build the "motivation-behavior" theoretical model of the ICCW model.Results: The ICCW Model from the perspective of Motivation-Behavior was constructed by four sub-studies,and the results were as follows:(1)Research on the formation mechanism of PBSD found that "Autonomous Motivation" had a positive impact on the PBSD(? = 0.364,p < 0.001),"Amotivation" had a negative effect on the PBSD(? =-0.282,p < 0.01),"Introjected Regulation" and "Sense of Belonging" had no effect on PBSD.The above variables had an explanation rate of 30.0% for PBSD;(2)Research on the formation mechanism of PBPA found that the "Motivation of Practicing Chinese Wushu" composed of "Enjoyment","Mastery","Physical Health","Psychological Health" and "Appearance" had a positive effect on PBPA(? = 0.297,p< 0.01),"Sense of Belonging" had a positive effect on PBPA(? = 0.268,p < 0.01).The above variables had an explanation rate of 22.1% for PBPA;(3)Research on the formation mechanism of SMBA found that "Information"(? = 0.303,p < 0.001)and "Social Interaction"(? = 0.448,p < 0.001)had positive effects on "Social Media Consumption Behavior".The above variables had an explanation rate of 46.5% for "Social Media Consumption Behavior";"Information"(? = 0.293,p < 0.01)and "Social Interaction"(? = 0.422,p < 0.001)had positive effects on "Social Media Contribution Behavior".The above variables had an explanation rate of 40.7% for "Social Media Contribution Behavior";"Social Interaction"(? = 0.374,p < 0.01)and "Personal Identity"(? = 0.234,p < 0.05)had positive effects on "Social Media Creative Behavior".The above variables had an explanation rate of 25.3% for "Social Media Creative Behavior";(4)Research on the influencing machanism of PBSD on PBPA found that PBSD had a positive effect on PBPA(direct effect = 0.301,p < 0.05),SMBA played a mediating role in the relationship between PBSD and PBPA(indirect effect = 0.185,p< 0.01).The mediation effect accounted for 38.1% of the total effect.Conclusion: The ICCW Model constructed in this research from the perspective of Motivation-Behavior is a behavioral explanation mechanism that produces in-depth communication effects through internal and external communication mechanisms.External communication mechanism is the process of direct or indirect consolidation of PBPA by international disseminators.Internal communication mechanism is the communication process by which international audiences shape their own Chinese Wushu persistent behavior.Specifically,the external communication mechanism of the ICCW model is that PBSD directly enhances PBPA;or indirectly motivates its PBPA by promoting SMBA(provide rich Wushu information;enhance two-way communication and interaction;and assist the audience in constructing the Personal Identity of the Wushu group).While the internal communication mechanism is that international audiences promote their persistent behavior of Chinese Wushu through the continuous acquisition of a sense of pleasure and belonging,improved Wushu skills,and enhancement of physical and mental health in the process of Embodied Cognition of Chinese Wushu practice.As a result,under the joint drive of internal and external communication mechanisms,the population of international communication audiences who insist on practicing Chinese Wushu continues to grow.And therefore,to achieve the effect of in-depth international communication of Chinese Wushu.The theoretical significance of this research lies in the construction of the "motivation-behavior" theoretical model of the ICCW model,and reveals the behavior explanation mechanism of the ICCW model;the practical significance lies in that it provides practical channels that can be used for reference,replication and promotion for the promotion of the development of ICCW in the future.