Analysis Of Influencing Factors Of College Students' Campus Media Contact From The Perspective Of Intangible Cultural Heritage Identity

"Intangible into campus" work throughout the country,in order to study the heritage education in colleges and universities in the communication effect,the study will Y college students in Inner Mongolia as investigation object,investigate whether the student campus media contact and non-material cultural heritage identity that there was a correlation between still exist and spread in the whole process which influencing factors.Based on the technology acceptance model,use and satisfaction theory and cultural identity theory,this paper constructs the hypothesis of campus media contact and intangible cultural heritage identity model of college students,and verifies the theoretical model through empirical research.The study found that motivation and convenience of campus media contact can significantly predict internal perceived factors,perceived usefulness and perceived ease of use have a significant positive impact on campus media contact intention,contact intention can predict students' campus media contact behavior,and finally establish the identity of intangible cultural heritage.In addition,the mediating effects of perceived usefulness,perceived ease of use,campus media contact intention,and campus media contact behavior on each path were tested by mediating effect analysis,and it was found that subjective norms could not affect campus media contact intention through perceived usefulness.The results show that: first,the motivation of cultural needs is one of the main motivations of students' media contact on campus.Second,fragmentation is the main way students read.Thirdly,students' sense of identity to intangible cultural heritage is mainly reflected in the emotional dimension,which needs to be improved in the cognitive and behavioral aspects.Fourthly,in the context of campus communication of intangible cultural heritage,in order to enhance students' identification with intangible cultural heritage,colleges and universities should build campus media around perceived ease of use and perceived usefulness.Finally for Y college of Inner Mongolia in the practical problems existing in the intangible spread,put forward the following countermeasures: improve students intangible identity first,from the content perspective,through analyzing the characteristic of students to optimize communication content,creating non-material cultural heritage vertical kind account,the media literacy of teachers and students measures to improve the perceived usefulness.Secondly,from the technical point of view,through the construction of intangible cultural heritage campus communication matrix,upgrading campus media use experience and other ways to improve the perceived ease of use.