观赛者刺激感知对赛事忠诚度的影响研究

doi:10.3969/j.issn.1004-9479.2020.01.2018461

摘要/Abstract

摘要：

刺激感知是衡量观赛者对大型赛事评价的一个重要指标，在以往研究中往往被忽视。以澳门格兰披治赛车为例，研究观赛者对大型赛事刺激感知因素的影响机制，运用结构方程模型进行模型检验与调节作用分析，同时将样本按观赛者来源与参与次数进行多群组比较分析。结果表明：（1）赛事独特性感知、社会互动和知觉拥挤对赛事刺激感知有显著正向影响，赛事独特性感知对赛事刺激感知的影响强于社会互动和知觉拥挤，观赛者的赛事刺激感知正向影响游憩满意度，并与游憩满意度均正向影响赛事忠诚度；（2）期望差异因素作为调节变量进行交互项强化作用检验，结果显示赛事刺激感知对游憩满意度和赛事忠诚度均具有显著的正向驱动影响；（3）多群组比较分析表明不同类型观赛者在赛事独特性感知、社会互动、知觉拥挤对赛事刺激感知，赛事刺激感知对游憩满意度和赛事忠诚度，游憩满意度对赛事忠诚度之间均具有显著差异。

关键词: 赛事独特性感知, 社会互动, 知觉拥挤, 赛事刺激感知, 澳门

Abstract:

Stimulus perception is an important indicator of participants' evaluation in large events, which is often ignored in previous studies. Taking Macau Grand Prix as an example, this paper examined impact mechanism of participants' perceptions of large events. Structural equation model was utilized to test and analyze the relevant moderating effects. Based on the sources of tourist market, a multi-group comparative analysis was conducted in this paper. The result of investigation demonstrates: 1) Unique perception of events, social interaction and crowding perception have a prominent positive effect on participants’ perception of the events. Among the three factors, unique perception of events has the strongest effect, followed by social interaction, and then crowding perception. Macau racing car has a positive effect on participants’ emotional response and perception of the events. Meanwhile, in the course of the events, participants can increase their social interaction atmosphere between individuals and others while communicating with other participants and it had positive effects on the current emotional response of both participants. Participants’ enthusiasm in the event can be aroused rather than being reduced by perceptual congestion. Participants’ perception of the events and recreation satisfaction, have a positive impact on participants’ loyalty of the events. 2) Taking participants’ expectation difference as a moderator variable to test the relationship among perception of the events, recreation satisfaction and loyalty of the events, the results show that the interacting variables of participants’ perception and participants’ expectation difference play a significant positive role on recreation satisfaction and loyalty of the events. No relevant literature had been applied to large events utilizing this method. 3) The comparative analysis of multiple groups shows that there are significant differences in the three path coefficients between mainland participants and Macau participants, including unique perception of events of participants' stimulation perception, crowding perception of participants' stimulation perception, and participants' stimulation perception of satisfaction. And the effect of recreation satisfaction on event loyalty is significantly stronger than the group of one-time participants. This conclusion can be used to clearly identify the impact of different participants’ perception of events on recreation satisfaction and loyalty of the events.

Key words: unique perception of events, social interaction, crowding perception, event stimulation perception, Macau

陈希, 孙嘉, 赵彤. 观赛者刺激感知对赛事忠诚度的影响研究[J]. 世界地理研究, 2020, 29(1): 202-213.

Xi CHEN, Jia SUN, Tong ZHAO. The case of Macau Grand Prix[J]. World Regional Studies, 2020, 29(1): 202-213.

图/表 7

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潜在变量	指标	标准化因子负荷量	Cronbach’s α值	组合信度CR	平均方差萃取量AVE
赛事独特性感知UE	1.澳门格兰披治赛车会是非常独特的（UE1）	0.912^***	0.902	0.931	0.818
	2.澳门格兰披治赛车会是独一无二的（UE2）	0.906^***
	3.澳门格兰披治赛车会是非常特别的（UE3）	0.895^***
社会互动 SI	1.观赛中有机会与其他观赛者交流（SI1）	0.825^***	0.895	0.910	0.717
	2.观赛拉近我与其他观赛者距离（SI2）	0.836^***
	3.观赛中有机会认识新朋友（SI3）	0.857^***
	4.观赛中享受与其他观赛者的互动（SI4）	0.868^***
知觉拥挤 PC	1.澳门格兰披治赛车活动场所是闷塞的（PC1）	0.814^***	0.894	0.899	0.690
	2.澳门格兰披治赛车活动场所是狭窄的（PC2）	0.802^***
	3.澳门格兰披治赛车活动场所是拥挤的（PC3）	0.839^***
	4.澳门格兰披治赛车活动场所是受限的（PC4）	0.865^***
赛事刺激感知 EP	1.赛事是平凡的或刺激的（EP1）	0.912^***	0.912	0.956	0.813
	2.赛事是单调的或有趣的（EP2）	0.905^***
	3.赛事是无聊的或令人刺激的（EP3）	0.917^***
	4.赛事是无趣的或令人感动的（EP4）	0.857^***
	5.赛事是乏味的或令人激昂的（EP5）	0.916^***
期望差异 ED	1.比赛多样性符合我的要求（ED1）	0.872^***	0.909	0.926	0.757
	2.比赛和我想象的差不多（ED2）	0.856^***
	3.比赛非常成功（ED3）	0.897^***
	4.比赛超出我的预期（ED4）	0.854^***
游憩满意度 RS	1.观赏比赛使我感到很快乐（RS1）	0.906^***	0.917	0.962	0.810
	2.观赏比赛丰富我的生活（RS2）	0.895^***
	3.观赏比赛增加我新的旅游休闲体验（RS3）	0.892^***
	4.观赏比赛能满足我的好奇心（RS4）	0.905^***
	5.赛事中能参与不同的游憩活动（RS5）	0.915^***
	6.观赏比赛充实我的生活体验（RS6）	0.885^***
赛事忠诚度 EL	1.澳门格兰披治赛车是我最喜欢的赛事（EL1）	0.872^***	0.892	0.950	0.761
	2.我会再次来观赏澳门格兰披治赛车（EL2）	0.909^***
	3.澳门格兰披治赛车是我的第一选择（EL3）	0.875^***
	4.我会推荐给我的朋友（EL4）	0.913^***
	5.我愿意花更多的费用（EL5）	0.812^***
	6.我会经常关注赛事的相关报道（EL6）	0.849^***

潜在变量	指标	标准化因子负荷量	Cronbach’s α值	组合信度CR	平均方差萃取量AVE
赛事独特性感知UE	1.澳门格兰披治赛车会是非常独特的（UE1）	0.912^***	0.902	0.931	0.818
	2.澳门格兰披治赛车会是独一无二的（UE2）	0.906^***
	3.澳门格兰披治赛车会是非常特别的（UE3）	0.895^***
社会互动 SI	1.观赛中有机会与其他观赛者交流（SI1）	0.825^***	0.895	0.910	0.717
	2.观赛拉近我与其他观赛者距离（SI2）	0.836^***
	3.观赛中有机会认识新朋友（SI3）	0.857^***
	4.观赛中享受与其他观赛者的互动（SI4）	0.868^***
知觉拥挤 PC	1.澳门格兰披治赛车活动场所是闷塞的（PC1）	0.814^***	0.894	0.899	0.690
	2.澳门格兰披治赛车活动场所是狭窄的（PC2）	0.802^***
	3.澳门格兰披治赛车活动场所是拥挤的（PC3）	0.839^***
	4.澳门格兰披治赛车活动场所是受限的（PC4）	0.865^***
赛事刺激感知 EP	1.赛事是平凡的或刺激的（EP1）	0.912^***	0.912	0.956	0.813
	2.赛事是单调的或有趣的（EP2）	0.905^***
	3.赛事是无聊的或令人刺激的（EP3）	0.917^***
	4.赛事是无趣的或令人感动的（EP4）	0.857^***
	5.赛事是乏味的或令人激昂的（EP5）	0.916^***
期望差异 ED	1.比赛多样性符合我的要求（ED1）	0.872^***	0.909	0.926	0.757
	2.比赛和我想象的差不多（ED2）	0.856^***
	3.比赛非常成功（ED3）	0.897^***
	4.比赛超出我的预期（ED4）	0.854^***
游憩满意度 RS	1.观赏比赛使我感到很快乐（RS1）	0.906^***	0.917	0.962	0.810
	2.观赏比赛丰富我的生活（RS2）	0.895^***
	3.观赏比赛增加我新的旅游休闲体验（RS3）	0.892^***
	4.观赏比赛能满足我的好奇心（RS4）	0.905^***
	5.赛事中能参与不同的游憩活动（RS5）	0.915^***
	6.观赏比赛充实我的生活体验（RS6）	0.885^***
赛事忠诚度 EL	1.澳门格兰披治赛车是我最喜欢的赛事（EL1）	0.872^***	0.892	0.950	0.761
	2.我会再次来观赏澳门格兰披治赛车（EL2）	0.909^***
	3.澳门格兰披治赛车是我的第一选择（EL3）	0.875^***
	4.我会推荐给我的朋友（EL4）	0.913^***
	5.我愿意花更多的费用（EL5）	0.812^***
	6.我会经常关注赛事的相关报道（EL6）	0.849^***

潜在变量	UE	SI	PC	EP	ED	RS	EL
UE	0.818
SI	0.219	0.717
PC	0.232	0.295	0.690
EP	0.421	0.398	0.365	0.813
ED	0.309	0.254	0.221	0.356	0.757
RS	0.349	0.312	0.316	0.432	0.319	0.810
EL	0.342	0.292	0.193	0.419	0.219	0.449	0.761

潜在变量	UE	SI	PC	EP	ED	RS	EL
UE	0.818
SI	0.219	0.717
PC	0.232	0.295	0.690
EP	0.421	0.398	0.365	0.813
ED	0.309	0.254	0.221	0.356	0.757
RS	0.349	0.312	0.316	0.432	0.319	0.810
EL	0.342	0.292	0.193	0.419	0.219	0.449	0.761

变量		因变量：游憩满意度			因变量：赛事忠诚度
变量		模型1	模型2	模型3	模型4	模型5	模型6
控制变量	性别	0.032	0.120	0.123	0.117	0.056	0.045
	年龄	-0.089	-0.085	-0.085	0.011	0.017	0.020
	学历	-0.052	-0.062	-0.069	0.082	0.085	0.089
	收入	-0.086	-0.098	-0.109	-0.068	-0.021	-0.021
自变量	赛事刺激感知		0.434^***	0.365^***		0.465^***	0.389^***
	期望差异		0.295^***	0.232^***		0.331^***	0.256^***
交互项	赛事刺激感知×期望差异			0.123^***			0.099^***
	F	365.096^***	265.321^***	182.656^***	289.789^***	219.219^***	149.549^***
	R²	0.442	0.561	0.571	0.421	0.533	0.542
	ΔR	0.442	0.119	0.010	0.421	0.122	0.009