赛事认同对标志性体育赛事发展影响的实证研究——基于多中介的调节模型

赛事认同关乎标志性体育赛事的长期稳定发展。基于认同理论,运用Bootstrap、线性回归方法展开赛事认同对标志性体育赛事发展影响机理的实证研究。结果显示:赛事认同对标志性体育赛事中赛事质量、赛事环境、赛事营销和赛事管理服务均具有显著的影响;赛事品牌形象在赛事认同与赛事环境和赛事管理服务的影响关系间具有部分中介作用;举办地意向在赛事认同与赛事质量、赛事环境和赛事营销的影响关系间具有部分中介作用;参与意愿在赛事认同与赛事质量、赛事环境、赛事营销和赛事管理服务的影响关系间具有部分中介作用;感知价值在赛事认同与赛事管理服务的影响关系间具有部分中介作用;感知综合实力分别对赛事认同与赛事质量、赛事环境、赛事营销、赛事管理服务的影响关系起调节作用。研究证明了赛事认同与标志性体育赛事发展的关系路径,为促进我国标志性体育赛事高质量发展提供理论参考与实践支撑。

A Multi-mediated Moderation Model Based on an Empirical Study of Influences of Tournament Identity on Development of Iconic Sporting Events

Event identity is crucial to the long-term stability of iconic sporting events, and it is important to explore the influencing mechanisms.Based on identity theory, Bootstrap and linear regression method, the study constructed an event identity and iconic sports event development model and explored into the mechanism of the influences of event identity on the development of iconic sports events. The results showed that event identity had a significant impact on event quality, event environment, event marketing, and event management services in iconic sporting events. A partial mediating effect of event brand image in the relationship between event identity and the influence of the event environment and event management services was revealed. The hosting city’s intention partially mediated the relationship between event identity and the impact of event quality, event environment, and event marketing. A partial mediating effect of willingness to participate in the relationship between event identity and the impact of event quality, event environment event marketing, and event management services could be seen. A partial mediating effect of perceived value in the relationship between event identity and the impact of event management services was shown. Perceived overall strength moderated the relationship between event identity and the impact of event quality, event environment, event marketing, an event management services respectively. The relationship between event identity and iconic sports event development could provide theoretical references to promote the high-quality development of iconic sports events in China.