重大冰雪赛事对冰雪运动社会效应研究——基于北京冬奥会百度指数分析

Analyzing Social Effects of Olympic Games on Winter Sports with Baidu Index

【目的】探讨重大冰雪赛事中对冰雪运动社会关注度产生影响的因素以及相关的影响机制,验证重大赛事对冰雪运动的带动作用,为冰雪运动推广提供参考。【方法】基于百度指数,通过Wilxcon秩和检验、相关性分析以及结合LSDV法构建双向固定效应模型进行假设检验。【结果】北京冬奥会显著提升了冰雪运动相关项目以及相关器械场地的百度指数;冬奥会奖牌尤其是金牌会显著提升相关项目的百度指数;群众偏好以及明星运动员的存在与冰雪运动关注度呈显著的正相关关系,并且其能够正向调节冬奥会和奖牌对社会关注的影响。【局限】仅收集了北京冬奥会这一冰雪赛事的数据,未来需要对更多冰雪赛事进行验证。【结论】实证结果在统计上验证了重大冰雪赛事、赛事成绩、群众偏好以及明星运动员对我国冰雪运动推广具有积极作用,并基于此结果提供了相关建议。

[Objective]This paper explores the impacts of the Olympic Games on the public attention of ice and snow sports,aiming to support the promotion of winter sports.[Methods]We collected data from the Baidu index to conduct the Wilxcon rank sum test and correlation analysis.Then,we built a two-way fixed effect model with the LSDV method to test related hypotheses.[Results]The Olympic Winter Games Beijing significantly improved the Baidu Index of ice and snow sports and related equipment or venues.Winter Olympic medals,especially gold medals,significantly increased the Baidu Index of associated sports.Public preferences and the star athletes were positively related to the attention of winter sports,which also increased the social impact of the Winter Olympics and medals.[Limitations]We only examined the Baidu Index of the Olympic Winter Games Beijing,which needs to be expanded.[Conclusions]Major winter games and results,public preferences,and star athletes could promote winter sports in China.