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

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