Research on Enhancing the Initiative of Intercultural Communication among College Students-Based on the Theory of Planned Behavior

Abstract

With the continuous advancement of globalization, the significance and role of intercultural communication among college students has been expanding, but in fact, there is an obvious lack of initiative on intercultural communication among college students. The purpose of this study is to explore how to enhance college students' initiative in crosscultural communication. Specifically, based on the theory of planned behavior, a structural equation model was constructed from five dimensions: attitude toward intercultural communication, consciousness norms of intercultural communication, experience of intercultural communication, platform building of intercultural communication, and initiative intention of intercultural communication, to seek specific measures to enhance college students' initiative of intercultural communication. The results found that intercultural communication attitude had no direct positive influence on college students' awareness of intercultural communication initiative; intercultural communication awareness norms had no significant influence on college students' awareness of intercultural communication initiative; intercultural communication experience had significant influence on college students' intention of intercultural communication initiative behavior; intercultural communication platform building directly and positively influenced college students' intention of intercultural communication initiative The awareness of intercultural communication among college students directly and positively influences the initiative behavior of intercultural communication. To provide suggestions for college students to be able to benefit from the activities of intercultural communication and for the construction of intercultural communication platforms in the future.