Exploring the Factors Influencing Women’s Sports Participation in Guangzhou:

A Qualitative Study Based on the Theory of Planned Behavior

Abstract

This study, grounded in the Theory of Planned Behaviour (TPB), aims to explore the multidimensional factors influencing physical activity participation among women aged 20 – 55 in Guangzhou, constructing a theoretical explanatory model aligned with local sociocultural characteristics. Semi-structured interviews were conducted with 24 Guangzhou women via focus group methodology, with thematic analysis of textual data performed using Nvivo 12 software. Findings reveal that Guangzhou women's physical participation behaviour is directly influenced by four core factors: attitudes, subjective norms, perceived behavioural control, and sociocultural ecological context. Among these, localised factors such as climate adaptability, Cantonese culture, tea-drinking culture, new media environments, and sports facility accessibility stand out clearly, highlighting the structural and regional cultural challenges faced by urban women in physical participation. Building upon these findings, the study integrated the Theory of Planned Behaviour (TPB) framework with contextual local elements to construct a theoretical model of factors influencing women's sports participation in Guangzhou. This research not only expands the explanatory scope of TPB within studies of health behaviours among urban Chinese women but also provides empirical evidence and practical guidance for advancing gender-sensitive, culturally adapted sports promotion policies.