Ziyun Zhao
ABSTRACT
The essence of culture is communication. Without communication, there will be no cultural inheritance, proliferation and reconstruction. One of the most important ways to cultivate the core values of the culture of Huizhou merchant is to integrate them into national education.With the popularization of the Internet and the rapid development of digital technology, video transmission has increasingly become an important means and way for university students to receive external information . How does this change in the mode of communication lead to a change in the effectiveness of communication? Therefore, this paper investigates the communication effect of the culture of Huizhou merchant among college students in Huangshan university, taking them as the research subjects.Firstly, this paper constructs the cognition model, emotion model and behavioral intention model of Huizhou merchants' cultural image communication theoretically, and then makes an empirical analysis by using structural equation model based on a questionnaire survey of Huangshan University students. The results show that the emotion of the culture of Huizhou merchant is the main factor that affects the behavioral intention of the culture of Huizhou merchant. The cognition of the culture of Huizhou merchant of college students is the main factors that affects their cultural emotion of Huizhou merchants in the process of image communication, and further strengthen their cultural intention of Huizhou merchants through their cultural emotion. In the process of the dissemination of Huizhou merchants' cultural images, the cognition of Huizhou merchants' spiritual culture has a significant positive impact on their behavioral intention, while the cognition of Huizhou merchants' material culture and institutional culture has a positive impact on their cultural behavioral intention, but the influence is not significant.
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