2022年北京冬奥会举办地青少年支持冬奥行为意向影响机理研究

Influence mechanism of adolescent's behavioral intention to participate in the 2022 Beijing Winter Olympic Games in host cities

大型体育赛事的成功举办离不开举办地居民的支持,研究2022年北京冬奥会举办地青少年支持冬奥的行为意向及其影响机理,有助于深入探究如何促进青少年积极感受并支持冬奥。引入态度ABC模型,以北京和张家口地区1100名青少年为调查对象,描述举办地青少年的冬奥认知、情感和行为意向基本状况,归纳两地的主要特征并分析其差异,进一步通过回归分析考察冬奥认知、情感对支持冬奥行为意向的作用路径和影响程度。研究表明:两地青少年对冬奥社会意义的认知度最高,其次是冬奥情感;张家口地区青少年的冬奥认知、情感和行为意向均高于北京;两地青少年对冬奥经济价值和社会意义的认知对支持冬奥的行为意向具有显著正向影响;两地青少年的冬奥情感除对支持冬奥的行为意向具有显著正向影响,还在冬奥认知和行为意向间发挥中介作用。建议充分利用新媒体形式,开展冬奥知识竞答等活动,提升举办地青少年对冬奥的认知水平;融合线上线下资源优势,升华青少年冬奥的积极情感强度和体验;建立青少年认知-情感-支持冬奥行为意向的闭环系统,持续激发两地青少年对冬奥的积极情感支持。

The large sports event cannot get success without the strong support from local residents.Studying the participating behavioral intention and influence mechanism of teenagers in host cities of Beijing 2022 Winter Olympic Games will help to explore how to promote the positive perception of teenagers and make them participate in the Winter Olympics.Based on this,using the attitude model of ABC,which theoretical framework includes cognitive-affective and behavioral,the study investigates 1100 teenagers in Beijing and Zhangjiakou of their basic cognition of the basic and the affective and behavioral intention to 2022 Beijing Winter Olympic Games.Firstly,the main characteristics of two areas were summarized and their differences were analyzed.Secondly,the affected path and influence extent of cognition and affection on the behavioral intention of participating in the Winter Olympic Games were further proved through regression analysis.The results show that teenagers in both two areas have the highest level of cognition of the social significance,followed by the affection.The cognition,affection and behavior intention of teenagers in Zhangjiakou are higher than those in Beijing.The cognition of the economic value and social significance has a significant positive influence on the behavioral intention of participating in the Winter Olympic Games.In addition to having the significant positive effect on the behavioral intention to participate in the Winter Olympic Games,the teenagers’affection also plays a mediating role between the cognition and behavioral intention.It is suggested to make full use of the form of new media and carry out the knowledge competition module of the Winter Olympic Games,so as to improve the cognition level of young people in the host area.Combining the advantages of online and offline resources,we will sublimate the positive emotional intensity and experience of the youth for the Winter Olympics.Establish a closed-loop system based on teenagers’cognition-affection-participation behavior intention for the Winter Olympics,and continue to stimulate teenagers’positive emotional support for the Winter Olympics.