Influence Mechanism of Behavioral Intention for Female Amateur Runners' Marathon Participation

Using the structural equation model, the influence mechanism of female amateur runners' Marathon participation behavioral intention is analyzed.The results show:① The all impact factors for measuring model of the female amateur runners' Marathon participation behavioral intention have strong explanations; ② Four latent variables, including the participation motivation, social support, game brand and the perception of competition ability, have all direct or indirect influences on their intention, with differences among different female groups; ③ The latent variables have the same effect path on the behavioral intention in different genders, though with different effects; ④ A joint effort of government, society and individuals should be made to attach importance to each influencing factor.The voice of women groups and the expression of their interest should be heard, thus to promote the healthy and sustainable development of female sports.