A Study On The Cultural Identity And Participation Intentions Of "Post-90s" Ethnic Traditional Sports

The comprehensive revival of excellent Chinese traditional culture is the current cultural strategy of the Party and the government,and it is also a hot spot for scholars to study.The inheritance of Chinese excellent traditional culture cannot be separated from the identification and participation of young people,and the study of the identification and participation of Chinese traditional sports is of great significance to the inheritance of Chinese traditional sports culture.Based on the Theory of Planned Behavior(TPB),this study introduces cultural identity variables and takes the "post-90s" group as an example to explore the cultural identity of the "post-90s" group in Wushu,the representative sport of Chinese traditional sports.The relationship between the cultural identity and participation intention of the "post-90s" group was explored.Based on the literature analysis,we selected the perceived cultural distance as the moderating variable and constructed a model to influence the participation intention of the "post-90s" in wushu.Data were collected through questionnaires for empirical analysis,and structural equation modeling was used to examine the relationships between attitudes,subjective norms,perceptual behavioral control,cultural identity,and intention to participate in martial arts.Conclusions:(1)Attitudes,subjective norms,perceived behavioral control,and cultural identity positively and significantly affect the participation intention of the "post-90s" in martial arts.(2)Subjective norms,perceived behavioral control,and cultural identity positively influence attitudes,and attitudes partially mediate the relationship between subjective norms,perceived behavioral control,cultural identity,and behavioral intentions.(3)In terms of the degree of influence of each factor,cultural identity is the most important factor influencing attitudes,and attitudes are the most important factor driving "post-90s" martial arts participation intentions.(4)Perceived cultural distance had a negative moderating effect between cultural identity and intention to participate.Based on the findings of the study,we propose suggestions to enhance "post-90s" traditional Chinese sports participation intentions from the perspectives of enhancing subjective norms,improving perceived behavioral control,enhancing cultural identity,improving participation attitudes,and narrowing perceived cultural distance,which are useful for enhancing "post-90s" participation in traditional Chinese sports.These suggestions are useful for the "post-90s" to promote and inherit the excellent Chinese traditional culture.