Abstract
This study explored the relationship between university students' exercise efficacy and behavioral intention to participate in winter sports. Using a self-efficacy scale, exercise motivation scale, satisfaction with life scale, and the theory of planned behavior questionnaire, the intentions and behaviors of 862 university students were investigated. Based on the Health Action Process Approach (HAPA) model and customer satisfaction theories, a model of the relationship between university students' exercise efficacy and behavioral intention was constructed. The results showed that there was a significantly positive correlation between sports efficacy, motivation, satisfaction, experience perception, and behavioral intention. Sports efficacy had a direct and positive effect on university students' behavioral intention to participate in winter sports (SE = 0.052, Z = 10.673 > 1.96, P = 0.000); The indirect effect of sports efficacy on behavioral intention via motivation and satisfaction was 0.077 (SE = 0.016, Z = 4.813 > 1.96, P = 0.000); the indirect effect of sports efficacy on behavioral intention via experience perception, motivation, and satisfaction was 0.037 (SE = 0.009, Z = 4.111 > 1.96, P = 0.000). Our results not only verify and expand on the HAPA and customer satisfaction theories but also highlight the need for interventions targeting university students' behavioral intention of participating in winter sports from the perspective of improving their sports efficacy, improving the perception of winter sports participation experience, and enhancing their motivation for engaging in exercise and satisfaction with exercise.