New Media Sports Communication on College Students' Sports Behavior

Abstract

Based on the literature review of new media, communication studies and sports behavior, this paper explores how the new media as the carrier of sports information dissemination mode, communication characteristics, communication factors and communication effects affect college students' sports behavior. According to the exploration of the measurement index system and the discussion of its relationship, this study proposes relevant hypotheses and establishes a model for the impact of sports dissemination on college students' sports behavior. According to the measurement index system, a questionnaire on new media sports dissemination and sports behavior was compiled and distributed. Through the collection and analysis of relevant data, as a quantitative study, SPSS and AMOS tools were used to analyze the influence of new media communication elements on college students' sports behavior. Based on the results of this research, this study proposes the use of new media to strengthen the dissemination of sports information and hopes to improve the educational communication ability of colleges and universities and cultivate students' healthy sports awareness and action sports behavior.