What Predicts Chinese Winter Sports Participation Intention Based on an Extended TPB Model: Exploring the Moderating Effects of Traditional Media and Social Media Attention

Abstract

This study extends the theory of planned behaviour (TPB) by taking media factors into account. Specifically, this study examines the moderating effects of traditional media and social media attention on the relationship between subjective norms, injunctive norms and winter sports participation intention. An online survey was conducted in China (N = 499) using convenience sampling. The results indicated that attitude, subjective norms, injunctive norms and perceived behavioural control were positively associated with winter sports participation intention. In addition, both traditional media and social media attention moderate the relationship between subjective norms, injunctive norms and winter sports participation intention. Theoretical and practical contributions are discussed as well.