Research On The Construction Of Behavioral Intention Model Of Online Marathon Race On The Background Of COVID-19

Under the background of COVID-19,the online marathon came into being.As a new form of movement,it has been studied less by scholars because of its short production time.The purpose of the article is to reveal the intention of participating in the marathon,and to provide the intention of participating in the marathon.The research adopts the methods of literature,interview,questionnaire and mathematical statistics.Taking the online marathon competition behavior intention as the research object,the online marathon competition motivation scale and online marathon perceived service scale are formulated through exploratory factor analysis.According to the planned behavior theory,demand hierarchy theory,customer value theory Social cognitive theory and social ecology theory,using Amos software to build the motivation of participation--the perception service--the COVID-19 environment--the structural equation model of behavioral intention,and verify the model,revealing the mechanism of participation motivation,perceived service,COVID-19 environment and behavioral intention.The main conclusions of this paper are as follows:(1)The Online Marathon competition motivation scale developed in this study includes six factors:achievement motivation,social motivation,life motivation,selfesteem and self-confidence motivation,weight control motivation and physical health motivation.The Online Marathon perceived service quality scale includes two factors:direct perceived service and indirect perceived service,with a total of 10 items.(2)this study proposes and verifies the structural equation model of motivation,perceived service,COVID-19 environment and behavioral intention.The results of the model test are as follows:1.The motivation of Online Marathon has a significant positive impact on the intention of participating in competition.②The Online Marathon motivation has a significant positive impact on perceived service.③Perceived service has a significant positive impact on participation behavior intention.④ The epidemic environment has a significant positive impact on the participation behavior intention.⑤The epidemic environment has a significant positive impact on the motivation of competition.(3)At present,the overall level of motivation of online marathon participants in China is high.The motivation level from large to small is:weight control motivation,self-esteem and self-confidence motivation,physical health motivation,life motivation,social motivation and achievement motivation;At present,the overall level of perceived service quality of online marathon in China is high,and the level of direct perceived service is higher than that of indirect perceived service;The environmental factors that have the greatest impact on the epidemic situation are the policies and regulations;The overall intention of participating in online marathon is higher,and the intention of re participating is higher than the intention of recommendation.(4)There are significant differences in various variables and dimensions among online marathon participants with different demographic characteristics such as gender,age,education,occupation,running age and number of entries:the biggest differences in gender are weight control motivation and life motivation;In terms of age,there are significant differences in competition motivation,perceived service,epidemic environment and behavior intention;There are significant differences in perceived service and achievement motivation;In terms of occupation,only perceived service has significant difference;There are significant differences in direct service in running age;In terms of the number of entries,there are significant differences in Entry Motivation,epidemic situation,environmental factors and behavior intention.