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  11. An Investigation Of The Factors Influencing College Students' Rural Cultural Preservation Behaviors In The Context Of Rural Cultural Revitalization: A Hybrid Sem-ann Approach

An investigation of the factors influencing college students' rural cultural preservation behaviors in the context of rural cultural revitalization: a hybrid SEM-ANN approach

Yuanshuai Yang1, Haiqing Liu1, Xiaohui Liu2

  • 1Department of Environmental Design, School of Design and Fine Arts, Qingdao Huanghai University, Qingdao, China.

Frontiers in Psychology
|December 29, 2025

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View abstract on PubMed

Summary
This summary is machine-generated.

College students

Area of Science:

  • Rural revitalization and cultural heritage preservation.
  • Behavioral psychology and educational interventions.

Background:

  • Rural cultural protection is vital for rural revitalization.
  • College students' roles in cultural preservation are understudied.
  • Existing research lacks focus on students' behavioral intentions.

Purpose of the Study:

  • To investigate factors influencing college students' intentions for rural cultural preservation.
  • To integrate the Theory of Planned Behavior (TPB) and Social Cognitive Theory (SCT).
  • To explore the impact of social support on behavioral intentions.

Main Methods:

  • A hybrid structural equation modeling (SEM) and artificial neural networks (ANN) approach.
  • Data collected from 441 university students across China.
Keywords:
artificial neural network (ANN)behavioral intention (BI)rural cultural preservationsocial cognitive theory (SCT)

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  • Analysis of linear and nonlinear relationships to enhance model accuracy.

    • Main Results:

    • The integrated model effectively explains behavioral intentions.
    • ANN results confirmed SEM findings, indicating reliable outcomes.
    • Psychological variables and social support significantly influence intentions.

    Conclusions:

    • The study provides a unified framework for understanding college students' engagement in cultural preservation.
    • The SEM-ANN hybrid model offers advanced analytical capabilities.
    • Findings support developing targeted educational interventions to boost student participation.
    structural equation modeling (SEM)
    theory of planned behavior (TPB)