The impact of digital literacy on rural residents' sports participation behavior:evidence from China

Purpose: Insufficient Digital Literacy among residents may lead to a polarization in access to digital resources, thereby affecting their willingness to participate in exercise, which necessitates attention. This study aims to analyze the impact of Digital Literacy on sports participation behavior from the perspective of internet perception, along with its potential mechanisms, providing a basis for promoting healthy lifestyles and enhancing public health service levels in rural areas. Methods: Based on the mixed cross-sectional survey data from the China family panel studies (CFPS) conducted in 2018, 2020, and 2022, a comprehensive analysis was performed using binary logistic regression, Heckman two-stage regression, instrumental variable methods, and Karson-Holm-Breen (KHB) mediation effects to examine the impact of Digital Literacy on sports participation behavior among rural residents and its underlying mechanisms. Results: This study found that Digital Literacy significantly enhances the level of sports participation behavior among rural residents, with results remaining reliable after a series of robustness checks. Furthermore, the mechanism analysis indicates that Digital Literacy can indirectly enhance the level of sports participation behavior by stimulating digital usage behaviors among rural residents, promoting human capital accumulation, and increasing social capital levels. According to the heterogeneity analysis results, male, middle-aged, and married rural residents exhibit higher levels of Digital Literacy and are more inclined to participate in sports activities. Conclusion: As the Digital Literacy level of rural residents improves, a deeper understanding of the multidimensional value of physical exercise is attained, thereby promoting their active participation. Mechanisms related to digital usage behavior, human capital accumulation, and social capital levels play a more significant role in facilitating physical exercise. To accelerate the construction of digital villages, it is imperative to increase investments in rural digital education to address the challenges faced by residents in utilizing internet technology and devices, thereby facilitating better integration into an information society and fulfilling the demands of rural communities for physical exercise and healthy living.