THE INFLUENCE OF IDENTITY AND MOTIVATION ON BEHAVIORAL INTENTION OF WINTER SPORTS IN HEBEI PROVINCE
DOI:
https://doi.org/10.18623/rvd.v23.5878Keywords:
Identity, Motivation, Behavioral Intention, Constraints, Winter Sports, Hebei Province, Sustainable ParticipationAbstract
This study explores the influence of identity and motivation on the behavioral intention of Hebei Province residents to participate in winter sports. Taking Hebei—rapidly developed after the Beijing 2022 Winter Olympics—as the context, the research is grounded in Social Identity Theory. Identity is analyzed across four dimensions: Individual Identity, Group Identity, Value Identity, and Cultural Identity. Motivation is categorized into five types: External Regulation, Introjected Regulation, Identified Regulation, Integrated Regulation, and Intrinsic Motivation. Behavioral intention includes three aspects: initial participation, repeated participation, and recommending to others. With objective to construct the theoretical system of influencing factors of winter sports consumption behavior of residents in Hebei Province. To investigate the current situation of the winter sports consumption of residents in Hebei Province and study the correlation between the winter sports consumption behavior of the residents in Hebei Province and various factors. To construct the theoretical model of the influencing factors of winter sports consumption behavior in residents of Hebei Province, analyze the influence relationship between the winter sports consumption behavior in residents of Hebei Province and various factors, and verify the research hypothesis. Using a mixed-methods approach, quantitative analysis shows that identity positively affects motivation, which in turn positively influences behavioral intention, with motivation serving as a mediator. Qualitative interviews further reveal individuals’ subjective perceptions of winter sports involvement. Findings the quantitative research results indicate that the path coefficient of motivation on behavioral intention is 0.592 (S.E.=0.069, C.R.=10.538, P<0.001), suggesting a direct and significant positive correlation between motivation and behavioral intention. This research offers both theoretical support and practical strategies, emphasizing the need to foster intrinsic motivation and build community-based identities to promote sustainable winter sports participation.
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