Research on The Influence Factors for Cultural Activity Preference of Overseas Chinese Student
This research suggests a preference model of cultural activity for the overseas Chinese student, from the
association of Southeast Asian countries. Past researches emphasized more on the variables between participation motivation
and lifestyle that affects their cultural activity preference, while aesthetic literacy factor was overlooked. The main purpose
of this research is to explore whether the latter has its effect too. 468 overseas Chinese students in Taiwan were surveyed,
and with structural equation modelling as the statistical analysis method, it is evaluated that lifestyle and aesthetic literacy
affect the cultural activity preference significantly, however not participation motivation.
Index Terms: Overseas Chinese student, Preference, Aesthetic literacy, Participation motivation, Lifestyle.