Study on the International Communication Path of Light volleyball in the Information Age

In the age of information technology, the development of international communication and network media platforms has made it possible for individuals, organizations and countries to conduct large-scale communication activities, and has also made the global information exchange faster and more efficient [1-3]. China’s international communication can strengthen the country’s comprehensive strength, promote “Made in China” and “China’s program” to the world, and at the same time, let the world know more about China, its culture, sports, development experience and so on. In the context of the Internet of Things, cloud platforms, big data, etc., people can obtain information and teaching resources of sports with Chinese traditional cultural characteristics, and learn about the progress of its technology and news trends at any time and any place [4-6]. Various social media platforms and online communities also provide a communication and sharing platform for enthusiasts, through which people can make like-minded friends, study and progress together, and disseminate sports in a living way [7-9].

Light volleyball is a Chinese mass sport integrating sports, leisure and entertainment, as a new sport, it has been loved by more and more people nowadays. Since the China Locomotive Senior Sports Association firstly launched the light volleyball program, it has been well promoted in Zhejiang, Fujian, Shanghai, Jiangsu, Hunan, Guangxi, Chongqing and other places, and more and more elderly people are playing ball games for fitness [10]. Especially in Guangxi, it is the most popular. Light volleyball is suitable for people of all ages to do physical fitness activities because it is moderate, not intense, and men and women can be mixed into the field to participate. Light volleyball is a kind of deformed volleyball, and its playing and scoring methods are basically the same as those of competitive volleyball [11-12]. Currently, the sport has entered schools, professional sports events, sports clubs and other areas. The popularization of school physical education curriculum is an important way for the social popularization of light volleyball. In some areas of China, light volleyball is usually a compulsory part of the school physical education curriculum, through which students can systematically learn the basic rules and techniques of light volleyball, improve their technical and tactical abilities, and cultivate their interests and hobbies in light volleyball [13]. However, light volleyball is still facing many difficulties and challenges in the actual development process. It has not yet formed a specific competition system in China, and the introduction and organization of tournaments in schools are hindered, while the publicity is insufficient, and many people do not have enough knowledge of light volleyball, which makes it difficult to popularize and promote it [14-16]. This restricts the further development of light volleyball program. Therefore, it is of great significance to study the dilemma and path of the dissemination of light volleyball, aiming to be able to further clarify the future development direction of light volleyball through this study and put forward development strategies and suggestions in a targeted manner, so as to promote the popularization and dissemination of light volleyball, and to enhance the participation rate of the mass sports while promoting the development of the national fitness cause.

The study investigated the light volleyball participation population in several regions, and used the rooted theory analysis method to identify six core categories of participation behavior, participation motivation, activity experience, knowledge and skills, environmental influence and self-efficacy. Based on the construction of the influencing factor model, the research hypothesis was proposed and the questionnaire design and collection were completed. The collected questionnaire data were analyzed using structural equation modeling to explore the role of the selected influencing factors on the participation behavior of light volleyball through the model fitness test, path hypothesis test and mediation effect analysis. Then the quantitative analysis model was constructed by combining the SWOT analysis of light volleyball sport development. The improved AHP method is used to solve the index weights of the model, and the SWOT quadrilateral is utilized for strategy selection. Finally, by integrating the analysis of the influencing factors of participation behavior in light volleyball and the analysis of strategic choices, the international communication path of light volleyball is proposed.

2

Research on influencing factors of light volleyball sport propagation

Light volleyball is a mass fitness program "homegrown" in China, originated in Hohhot, and then promoted in Zhejiang, Fujian, Shanghai, Jiangsu, Hunan, Guangxi, Chongqing and other places, and has been loved by fitness enthusiasts, especially elderly fitness enthusiasts. As a new type of sports, light volleyball has the exercise value that all sports can play. Moreover, light volleyball is a mass sport with obvious characteristics of group cooperation and entertainment. In the process of light volleyball, it has the characteristics of moderate exercise and broad rules, which are suitable for people of different ages to keep fit. At the same time, light volleyball is mainly aimed at balancing people’s hands and feet, which is an important form of aerobic exercise. Sport has the potential to stimulate people’s physical potential in various ways, alleviate the ageing of various organs of the human body, and improve the function of human organs. It can also stimulate the vitality of human cells, delay the degeneration of mental and physical functions in elderly individuals, and help protect people’s health. To sum up, this paper first studies the influencing factors of light volleyball transmission, which has practical significance for the subsequent development of the international transmission path of light volleyball.

2.1

Subjects of study

This chapter examines the influencing factors of light volleyball participation behavior as the research object. Specifically, individuals who participate in light volleyball in several countries and regions are selected as survey participants. Participants in this study are people aged 24-44 years old who possess a strong interest in light volleyball as their hobby and use light volleyball as their preferred sport in their leisure time.

2.2

Research methodology

Interview method, questionnaire survey method and mathematical statistics method were mainly used to carry out the study. In the mathematical and statistical method, the reliability and validity of different dimensional scales were tested by constructing structural equation models and so on to examine the fitness of the theoretical hypothesis model of the participation behavior of light volleyball sports and the differences in the influence of each variable.

Structural equation modeling is made up of two main components: measurement equations and structural equations. Among them, the structural equation is used to describe the interactions between different latent variables, and the measurement equation is mainly used to explain the relationship between observed variables and latent variables. In the graphical representation of the model, observed variables are usually identified by rectangles or rectangles, while latent variables are represented by circles or ovals. Bidirectional curved arrows are used in the model to indicate correlations between variables, and unidirectional arrows are used to indicate unidirectional effects between variables. For observed variables, unidirectional arrows pointing to them indicate measurement error. For latent variables, unidirectional arrows pointing to them indicate that the potential endogenous component has not been accounted for. Observed variables may contain both random and systematic errors, but these errors usually do not affect latent variables.

1)

Measurement modeling

In validated factor analysis, the relationship between measured variables and latent variables is used to test the validity of the measurement model. Its mathematical expression formula is as follows: (1) $x = A_{x} ξ + δ$ (2) $y = A_{y} η + ε$

X and Y indicate exogenous and endogenous indicators. δ and ε denote measurement errors for X and Y. ξ and η are exogenous and endogenous variables, respectively. A_x and A_y describe the association of X indicators with exogenous latent variable ξ and Y indicators with endogenous latent variable η, respectively.

2)

Structural modeling

In the structural modeling section, the path analysis between latent variables is mainly used to test the fitness of the structural model. The mathematical expression for this analysis is as follows: (3) $η = β η + Γ ξ + ζ$

β describes the link between endogenous latent variables. ζ represents the unexplained part of the model. Γ represents the effect of exogenous latent variables on endogenous latent variables.

2.3

Modeling

The model construction of rooted theory is to distill the core categories through theoretical coding, form associations with concepts or categories generated from empirical data, use hypotheses and relationship diagrams to make the structures connected, and finally form a theory of action. In this paper, we selected the participants, organizers and technical instructors of light volleyball to conduct interviews, and constructed a research model based on the rooted theory by combining the data coding of the interviews and the analysis of the literature.

Through the depiction of “story line”, the six core categories of participation behavior, motivation, activity experience, knowledge and skills, environmental influence and self-efficacy formed by the theoretical coding are all directed to the theme of “Influencing Factors of Participation Behavior in Balloon and Volleyball”. As a result, a theoretical model of participation behavior in volleyball was constructed, which is shown in Figure 1. The theoretical model is shown in Figure 1. Participation motivation includes health value, hedonic value, and human-computer interaction; activity experience includes participation experience and sport experience; knowledge and skills include theoretical understanding and skill perception; and environmental influence includes physical, social, and information environments.

In the information age, the communication of light volleyball is no longer confined to the traditional form of person-to-person communication, but can use the Internet to carry out multi-angle, multi-level, and multi-form digital communication. In addition, light volleyball is a traditional local sports culture that can be expressed through its cultural form, which also creates a new form of communication in light volleyball. However, the international communication of light volleyball is not the same as in the past, but needs to cater to the trend of Internet media in the new era, pay attention to the cultural differences between regions, and spread novel and epochal light volleyball, which is an innovation of light volleyball and a challenge to the international communication of light volleyball.

2.4

Empirical analysis and model testing

2.4.1

Research hypotheses

Based on the research model construction mentioned above, the following hypotheses are proposed:

H1: The variables of motivation to participate, activity experience, knowledge and skills, self-efficacy and environmental influences all have a positive and significant effect on participation behavior.

H2: The variables of motivation to participate, activity experience, knowledge and skills, and environmental influences have a positive and significant effect on self-efficacy.

H3: There is a mediating effect of self-efficacy in motivation to participate, activity experience, knowledge and skills and environmental influences on participation behavior.

2.4.2

Questionnaires

According to the needs of the study, the questionnaire content includes a total of the basic situation of the light volleyball sports participation population and the main questionnaire part: (1) Participation behavior, mainly collects the research object’s daily participation in sports related situation. (2) Participation motivation, mainly measuring health motivation and fun motivation. (3) Activity experience, measuring the ontological feeling of participating in sports, which is specifically expressed as the physical and psychological perception of participating in activities. (4) Knowledge and skills, measured in terms of both theoretical understanding and skill perception. (5) Environmental influence, which mainly examines the external factors affecting the conduct of the movement, was measured from the physical, social and information environments. (6) Self-efficacy, which measures the beliefs of participants to overcome difficulties and persist in participating in the sport during the exercise process.

The questionnaires were distributed to the communication groups formed by the sport of light volleyball enthusiasts around the world through the electronic media platform and to the athletes in the playing area of the light volleyball championship. A total of 52 questionnaires were distributed, 553 questionnaires were recovered, 42 questionnaires were excluded, and 511 questionnaires were retained, with an effective rate of about 92.4%. The survey sample passed the reliability and validity tests.

2.4.3

Model Fit Tests

The study used Amos 26.0 software to conduct a validation factor analysis of the multi-cluster item measurement model, and the results of the model fitness test are shown in Table 1. χ² = 1478.792, chi-square ratio CMIN/DF = 1.817, goodness-of-fit indices of GFI, IFI, and CFI were 0.927, 0.933, and 0.918, respectively, all greater than 0.9, RMSEA = 0.033 (<0.05), and RMR = 0.016. Combined with the above analysis, all the model fitting indicators meet the criteria, indicating that the model has a good fitting effect, and the study assumes a good overall model fit.

Table 1.

Test results of model suitability

Index	Index value	Result
χ²	1478.792	Validation
CMIN/DF	1.817	Validation
GFI	0.927	Validation
IFI	0.933	Validation
CFI	0.918	Validation
RMSEA	0.033	Validation
RMR	0.016	Validation

2.4.4

Model path hypothesis testing

The results of testing the research hypotheses are shown in Table 2. Through the summary analysis of the empirical results, participation motivation, activity experience, knowledge and skills, self-efficacy and environmental influences all have a positive and significant effect on the participation behavior of light volleyball sports (p < 0.01), and the hypothesis H1 is established. Among them, participation motivation, activity experience and self-efficacy have a greater degree of influence on participation behavior in light volleyball sport, with path coefficients of 0.541, 0.559 and 0.554, respectively.

Participation motivation and knowledge and skills had a positive and significant effect on self-efficacy (p < 0.01), and activity experience and environmental influences had a non-significant effect on self-efficacy (p > 0.05), and hypothesis H2 was partially established.

Table 2.

The results of the research hypothesis

Path	Coefficient	P	Results
Participation motivation - participation behavior	0.541	P<0.01	Accepted
Participation motivation - self-efficacy	0.447	P<0.01	Accepted
Activity experience – participation behavior	0.559	P<0.01	Accepted
Activity experience – self-efficacy	0.373	P>0.05	Rejected
Knowledge and skills - participation behavior	0.256	P<0.01	Accepted
Knowledge and skills - self-efficacy	0.233	P<0.01	Accepted
Environmental impact - participation behavior	0.442	P<0.01	Accepted
Environmental impact - self-efficacy	0.279	P>0.05	Rejected
Self-efficacy - participation behavior	0.554	P<0.01	Accepted

2.4.5

Analysis of intermediation effects

The study verified whether self-efficacy has a mediating effect on motivation to participate, activity experience, knowledge and skills, and environmental influences on participation behavior using AMOS26.0 software. Bootstrap was used to conduct 1500 samples, set standardized 95% confidence intervals, and find the path coefficient of the mediating effect and the size of the P-value, and the results of the path coefficient of the mediating effect are shown in Table 3.

Table 3.

The path coefficient of the mediation effect

Path	Path relation	Effect coefficient	Double-sided check P values	95% confidence interval
Path	Path relation	Effect coefficient	Double-sided check P values	Lower limit	Upper limit
F1	Participation motivation→ self-efficacy → participation behavior	0.454	0.005	0.201	0.598
F2	Participation motivation→participation behavior	0.438	0.003	0.073	0.527
F3	Activity experience → self-efficacy → participation behavior	0.305	0.004	-0.087	0.361
F4	Activity experience→participation behavior	0.352	0.026	0.047	0.354
F5	Knowledge and skills → self-efficacy → participation behavior	0.279	0.001	0.198	0.356
F6	Knowledge and skills→participation behavior	0.219	0.037	-0.125	-0.327
F7	Environmental impact→ self-efficacy → participation behavior	0.325	0.062	-0.118	0.344
F8	Environmental impact→participation behavior	0.425	0.045	0.201	0.464

In the F1 pathway, self-efficacy had a significant indirect effect in motivation to participate and participation behavior, with 95% Bootstrap confidence intervals (hereinafter referred to as interval values) in the range of 0.201-0.598, excluding 0, and p<0.01, and a coefficient value of 0.454 for its indirect effect. And in path F2, the direct effect of motivation to participate and participation behavior were equally significant with interval values ranging from 0.073-0.527, not including 0, p<0.01, and a direct effect coefficient value of 0.438. This suggests that self-efficacy partially mediates the relationship between participation behavior and motivation to participate.

Path F3, the indirect effect of motor participation behavior and self-efficacy in activity experience is not significant and there is no mediating effect, as the interval value contains 0.

Path F5, self-efficacy had an indirect effect in knowledge and skills and participation behaviors, with interval values ranging from 0.198 to 0.356 (not including 0) and an indirect effect coefficient of 0.279. As for Path F6, the direct effects of Knowledge and Skills and Engagement Behavior were equally significant, with interval values ranging from -0.125 to -0.327 (excluding zeros) and a direct effect coefficient of 0.219. It indicates that self-efficacy has a partial mediating effect between knowledge and skills and engagement behavior.

In path F7, the indirect effect of self-efficacy in environmental influences and participation behavior is not significant, the interval value contains 0, and there is no mediating effect.

In conclusion, self-efficacy has a partial mediating effect in motivation to participate, knowledge and skills on participation behavior in light volleyball sport, and hypothesis H3 is partially valid.

3

SWOT-AHP-based dissemination of the sport of light volleyball

After understanding the influencing factors of the participation behavior of light volleyball, in order to perspective the international communication strategy of light volleyball, SWOT analysis and AHP method are used to construct the SWOT-AHP model and calculate the weights of each factor, which provides reference for the subsequent proposal of the international communication path of light volleyball.

3.1

Research methodology

3.1.1

SWOT analysis

SWOT analysis, that is, based on the internal and external competitive environment and competitive conditions of the situation analysis, is closely related to the object of the study of the advantages (S), disadvantages (W), opportunities (O) and threats (T), through the investigation of the enumeration, and in accordance with the matrix form of arrangement, the various factors to match each other to analyze, and from this a series of corresponding conclusions, and the conclusions are usually with a certain degree of decision-making in the field of strategic management and strategic choice has a wide range of applications. It is widely used in the field of strategic management and strategic choice.

3.1.2

Improved AHP methodology

Hierarchical analysis (AHP) is a decision-making method that can be widely used in solving structured and unstructured problems, and it can reasonably integrate qualitative and quantitative information, and combine with expert judgment to evaluate indicators. In solving real-world problems, the hierarchical approach is simple and straightforward, applicable to complex scenarios, and has strong advantages over other analytical methods, especially when faced with solving unstructured problems. The methodology will introduce stepwise decomposition based on time and space in the study of large structures, it is based on a hierarchical design of the system that supports the separation of the system from the objective world and is based on a stepwise decomposition from top to bottom order, which leads to the decomposition of the system in the form of a tree pyramid. The study of dynamic problems and influencing variables, as well as the use of quantitative knowledge contributes to the mathematization of decision-making, mainly in the characteristics of the hierarchical approach, in order to ensure an effective simplification of the decision-making process. By analyzing this method, it is easy to see that its clarity of thought promotes an effective link between subjective judgments and logic and allows for the quantification of empirical judgments, reasoning and other methods, which ensures that the decision maker will use the AHP for the decision making process and make the decision effective. AHP decision making can usually be accomplished through the following four steps:

Step 1: Analyze the interactions between different system variables to determine the hierarchy of the system.

Step 2: Compare the values of each element in the same level with the criteria of the previous level to create a pairwise comparison decision matrix.

Step 3: Conduct a consistency test of the relative weights of the elements at the current level with respect to the higher level criterion at which the elements are located.

Step 4: Calculate the combined scoring weights of the classification system for each component and ultimately the overall ranking of the overall objective.

The basic idea of the improved hierarchical analysis method is to first construct the judgment matrix to calculate the initial index weights in accordance with the traditional hierarchical analysis method first, and then perform the differentiation analysis of the expert weights to improve the scientific and objective nature of the calculation method. The calculation steps are as follows.

1)

Calculation of indicator weights

Indicator weights are calculated by comparing the indicators at the same level in the evaluation system to establish the relative importance, and 1-9 scales are used to assign values to the importance of n indicator, which can be compared with the results of the judgment matrix A = (a_ij)_n×n.

According to the established matrix to calculate the corresponding maximum eigenvalues and weights, to exclude the poor consistency of the index to prevent interference with the evaluation results. Matrix consistency index CI and consistency ratio test CR are calculated as follows: (4) $C I = (λ_{\max} - n) / (n - 1)$ (5) $C R = C I / R I$

In the formula, CI - the index of generosity, CR - the ratio of generosity, λ_max - the maximum eigenvalue of the judgment matrix, n - the order of the judgment matrix, and RI - the average random one-time index, the corresponding values are shown in Table 4.

Table 4.

Corresponding value of RI

n	1	2	3	4	5	6	7	8	9
RI	0	0	0.58	0.90	1.12	1.24	1.32	1.41	1.45

The judgment matrix is considered to have good consistency when CR < 0.1.

2)

Calculation of expert weights

The improved AHP method analyzes the degree of consistency, the results of cluster analysis and the time of practice in order to calculate the weights of the evaluation experts. The formula for calculating the degree of consistency of the evaluation matrix is: (6) $F_{i} = (n + 2) - {(λ_{\max})}_{i}$

Where, F_i - the degree of consistency of the judgment matrix constructed by the i nd expert, n - the order of the judgment matrix, (λ_max)_i - The largest characteristic root of the judgment matrix constructed by the i th expert.

The formula converts the “large value” of the eigenvalue to the “small value” of the consistency, the larger the F_i the better the consistency, and vice versa. After the degree of consistency is calculated, then the distance function is used for cluster analysis of the data. In the cluster analysis, the more experts in the same category, the higher the corresponding weight, and the weight coefficient of experts in the same category is consistent. The weight coefficients are calculated as follows: (7) ${ψ^{'}}_{i} = \frac{ψ_{p}}{\sum_{p = 1}^{t} ψ_{p}^{2}}$

Where, ${ψ^{'}}_{i}$ - the weight of the experts of the i nd class, t - the number of classes of the individual sorting vector, ψ_p - the class capacity.

After clustering analysis, it is then corrected according to the number of years the experts have been practicing, multiplying the coefficient of 1.0 for experts who have been engaged for 5-7 years, the coefficient of 1.2 for those who have been engaged for 8-10 years, the coefficient of 1.4 for those who have been engaged for 11-13 years, and the coefficient of 1.6 for those who have been engaged for 14 years and above. The formula for calculating the combined weight of each expert is: (8) ${K^{'}}_{i} = F_{i} \times {ψ^{'}}_{i} \times β$

Where ${K^{'}}_{i}$ - the combined weight of the i experts, ${ψ^{'}}_{i}$ - the weight of the i th category of experts, and β - the amplification factor corrected for the number of years of experience in the field.

Then ${K^{'}}_{i}$ is normalized and multiplied with the weights of the indicators obtained by traditional AHP to further calculate the corresponding indicator weights: (9) $K_{i} = \frac{{K^{'}}_{i}}{\sum_{i = 1}^{n} {K^{'}}_{i}}$ (10) $W_{i j} = [w_{i l}, w_{i 2}, \dots, w_{i j}]$ (11) $W_{j} = \sum_{i = 1}^{n} K_{i} W_{i j}$

where K_i - the final combined weight of the i nd expert, $K_{i}'$ - the combined weight of the i th expert, w_ij - the set of weights of the i th expert for the j th indicator, w_j - Weights assigned to the j th indicator after synthesizing i expert opinions.

3.2

Quantitative modeling

Through the SWOT analysis of the communication of the sport of light volleyball, the SWOT-AHP quantitative analysis model is constructed, in which the target layer is the selection of the international communication strategy of the sport of light volleyball.

The criterion layer is divided into four dimensions: advantage S, disadvantage W, opportunity O and threat T.

In the program layer, advantage S includes the characteristics of light volleyball S1, relatively good basic hardware facilities S2, and a good foundation for conducting the program S3. Weaknesses W include organizational and management mechanisms to be further improved W1, lack of professional coaches and referees W2, and low marketization of project development W3. Opportunities include the continuous improvement of citizens’ awareness of fitness and leisure, O1, the strong support of relevant policies, O2, and the increasingly complete project competition platform O3. Threats T include competition from other mass fitness programs T1 and lack of media publicity T2.

3.3

Calculation of weight values

The improved AHP method is used to calculate the weights of the indicators for the elements of the SWOT model. As an example to better understand the influence of each factor on the target layer, the total weight value of each sub-factor in the SWOT matrix can be derived in order to determine the direction of strategy selection.

The total weight value of each internal factor on the degree of influence on the total objective layer is shown in Fig. 2. The greatest influence of each internal factor of group S, W, O and T on the total objective layer is that the competition platform of the program is becoming more and more complete O3 (0.425), followed by the relative improvement of the basic hardware facilities S2 (0.176), so seizing the external opportunity of the competition platform’s becoming more and more complete and the advantage of the relative improvement of infrastructure construction are the main focuses of the communication development of the qi volleyball Therefore, seizing the external opportunity of the increasingly perfect competition platform and the advantage of relatively perfect infrastructure development is the main focus point for the development of sport communication.

3.4

Communication strategy options

According to the degree of influence of each internal element indicator on the total objective layer, select the four indicators with the highest weight value of each part of the matrix, which are S2=0.176, W1=0.074, O3=0.425 and T2=0.033, and label them one by one on the relative coordinate axes and connect them to form a quadrilateral, and the quadrilateral of the communication strategy for the sport of qiqiqi volleyball is shown in Figure 3. Find the areas of the triangles in the four quadrants respectively, i.e.:

SΔ_SA0 =0.178^*0.425/2=0.0378

SΔ_OAW =0.425^*0.077/2=0.0164

SΔ_WAT =0.077^*0.035/2=0.0013

SΔ_TAS =0.178^*0.035/2=0.0031

In order of magnitude of the resulting triangle area: SΔ_SA0 > SΔ_OAW > SΔ_TAS > SΔ_WAT.

Therefore, the international communication strategy of light volleyball should prefer SO strategy (growth strategy), that is, to accelerate the communication development of light volleyball through its own internal advantages combined with external opportunities. The practical significance of this is to rely on good infrastructure construction, give full play to the characteristics of the program, and focus on building a perfect competition platform system, so that more people can participate in it. At the same time, under the environment of increasing awareness of public fitness, it is necessary to seize the dividends of payment-related policies and opportunities, so that light volleyball can steadily monitor the spread and development of the sport in the international arena. Subsequent strategic choices are, in order, WO strategy (turnaround strategy), ST strategy (diversified strategy), WT strategy (defensive strategy).

4

Paths of international dissemination of the sport of balloon and volleyball

Combined with the background of the informationization era and the analysis of the influencing factors of the participation of qi volleyball, the international communication path of qi volleyball is proposed according to the SWOT strategy selection of the international communication of qi volleyball in the previous chapter. The international communication pathway for light volleyball sport is depicted in Fig. 4, including the four combined paths of SO, WO, ST, and WT.

4.1

SO Strategy

4.1.1

Fostering talent

The unique fitness and recreational value of light volleyball, as well as its simple operation that does not require high physical fitness, are in line with the physical and mental health of humans. Begin to open light volleyball courses, on the one hand, publicize light volleyball culture knowledge, improve students’ physical health. On the other hand, the school cultivates a large number of athletes, sends competitive talents to the country, and publicizes the spirit of sports. The publicity and popularization of the school greatly promote the development of light volleyball, reflecting the value of these sports and enriching their influence.

4.1.2

Opening up the sports market

Nowadays, there are a lot of sports programs that are popular, but there are only few sports that the public can actually love and participate in. And light volleyball with a new sports programs appear, with its unique value and advantages, will be able to attract the public love. With the popularization of light volleyball, can open up the light volleyball sports market, there will be light volleyball racks, nets, balls and clothing market economy, drive the masses to consume, so as to drive economic development.

4.1.3

Use of online media

In today’s world, in order for more people to quickly understand something, it must be spread through online media. Light volleyball should use online media to make people understand its value and get more people involved. Platforms such as television, microblogging, and short videos can be used to make the masses understand the sport of light volleyball and generate greater enthusiasm. By increasing the influence of the media, it promotes the international spread of light volleyball.

4.2

WO Strategy

4.2.1

Increased financial resources

Venue is the most basic condition to carry out the sport, so the government should increase the capital investment, increase the construction of venue equipment, increase the sports publicity to ensure that the needs of the spread of light volleyball are met. The government should join the capital investment, do a good job of publicity activities to organize competitions, attract more people to participate in the game, select the best attacker and other honorary titles, shaping the light volleyball star, thus promoting the influence and effectively improve the popularity of light volleyball.

4.2.2

Sound training institutions

At present, light volleyball coaches and referees have insufficient business, and their training should be increased to improve their theoretical knowledge and practical experience. Coaches are the basis for improving the level of light volleyball competition, through the scientific and standardized system to train and train a more professional team, which can make the team in the overall skills to be rapidly improved, for the sustainable development of the tournament, for the degree of viewing level of the game has a positive impact.

4.2.3

Organizing sports events

At present, the influence of sports events is getting bigger and bigger. The higher the event is, the more attention the public gets, and the higher the value is shown. In the process of promoting the spread of light volleyball, it is necessary to vigorously develop the tournaments, and the government should strongly support and publicize them, so that the sports events can involve a wider range of areas.

4.3

ST Strategy

4.3.1

Enhancing competitiveness

Light volleyball to emerge in many projects, must play the value of light volleyball, through the media vigorously publicize, so that the masses in-depth understanding of light volleyball, love light volleyball, so as to improve the competitiveness of more sports, thus promoting light volleyball to occupy a place.

4.3.2

Expanded outreach platforms

Firstly, the construction of venues and equipment should be increased to attract more people to participate in light volleyball. Secondly, large-scale competitions should be held to attract people at all levels to participate. Finally, all resources should be fully utilized to mobilize all people to participate in light volleyball, so as to achieve the effect of mutual communication and cooperation at all levels.

4.3.3

Improvement of facility resources

The government should increase the investment, build the venue equipment, organize professionals to manage the venue equipment, continuously improve and coordinate the resources to make the venue more optimized to meet people’s needs. At present, there are more and more participants in light volleyball, which should be more satisfied with the needs of the participants, and constantly build and integrate resources.

4.4

WT Strategy

4.4.1

Facilitating communication

The government should organize more international competitions and encourage people from all regions to participate actively, so as to achieve the cultural exchange of light volleyball in all regions, learn from each other and make up for the technical deficiencies, so that the teams from all regions can achieve common progress and promote the light volleyball to a higher international stage.

4.4.2

Reforms and innovations

As an emerging sport, light volleyball is evolved according to volleyball, and all the technical movements and skill changes, rules and so on rely on volleyball, so light volleyball is also influenced by volleyball in the development path. Light volleyball should be innovated with the influence of volleyball culture and its own unique value concept. Let more people understand, accept and enjoy this emerging sport, and promote the development of the international spread of light volleyball with practical actions.

5

Conclusion

This paper takes the communication promotion of light volleyball sport as the research object, combines the structural equation model to mine the influencing factors of the participation behavior of light volleyball sport, and constructs the SWOT-AHP model to select the communication strategy through weight calculation and analysis. Finally, the international communication path for light volleyball sport is proposed by synthesizing the analysis results.

In the constructed model of influencing factors of participation behavior in light volleyball sport, hypothesis H1 has been verified, and hypothesis H2 and hypothesis H3 have been partially verified. That is, participation motivation, activity experience, knowledge and skills, self-efficacy and environment influence positively and significantly light volleyball participation behavior (p < 0.01), participation motivation and knowledge and skills positively and significantly influence self-efficacy, and self-efficacy acts as a mediator variable in participation motivation, knowledge and skills and light volleyball sport participation behavior. The activity experience had the greatest effect on participation behavior in light volleyball with a path coefficient of 0.559.

The increasingly complete program competition platform (0.425) and the relatively perfect basic hardware facilities (0.176) are the indicators with the greatest influence on the communication of the sport of light volleyball. In the analysis of the direction of communication strategy, the area of triangle SΔ_SA0 is the largest at 0.0378, so SO strategy is preferred as the international communication strategy of light volleyball sport, and WO strategy, ST strategy and WT strategy are used as auxiliary paths. That is to say, it should be publicized with the help of informative media to improve the popularity of light volleyball. Taking advantage of the huge sports market, the influence of light volleyball should be improved. In addition, the management system should be improved continuously, the sports competition system should be improved, a large number of light volleyball teachers and referees should be cultivated, and the basic venue facilities should be accelerated, so as to promote the international dissemination of light volleyball.

The international communication of light volleyball needs to change its traditional communication mode before it can embark on the fast lane of the Internet and national policies for wide dissemination. Therefore, this paper proposes the following strategies:

1) The international communication of light volleyball should first overcome the cultural differences between regions, so it is necessary to train light volleyball communicators in different fields, and also train the international communication ability of light volleyball sports communicators, and build the international communication talent structure of light volleyball from two aspects, so as to promote the international communication of light volleyball. In addition, in the process of international communication of light volleyball, attention should also be paid to audience groups and context expression.

2) The main audience of light volleyball communication in China is the middle-aged and the elderly, so the international communication of light volleyball can also understand the high-context information of light volleyball, and further promote the international communication of light volleyball. We can start with the middle-aged and elderly, and continue to follow the international code of light volleyball to establish the international light volleyball information receiver.

3) In the process of digital communication of light volleyball, light volleyball communicators should always pay attention to the trend of digital communication, keep the sense of communication environment changes, build a diversified communication platform with the perspective of advancing with The Times, create a new camp of light volleyball communication, and establish an international communication channel.

Język:: Angielski

Częstotliwość wydawania:: 1 razy w roku
Dziedziny czasopisma:: Nauki biologiczne, Nauki biologiczne, inne, Matematyka, Matematyka stosowana, Matematyka ogólna, Fizyka, Fizyka, inne

Kanał RSS czasopisma

Study on the International Communication Path of Light volleyball in the Information Age

Fengxia Yue

Data publikacji: 21 mar 2025

Otrzymano: 31 paź 2024

Przyjęty: 30 sty 2025

DOI: https://doi.org/10.2478/amns-2025-0629

Słowa kluczoweStructural equation modeling, SWOT, AHP, Empirical analysis, Light volleyball sport

© 2025 Fengxia Yue, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Słowa kluczowe
Structural equation modeling, SWOT, AHP, Empirical analysis, Light volleyball sport