基于体育赛事感知的日照市城区居民健身意愿研究

Research on Fitness Intention of Urban Residents in Rizhao City Based on Sports Event Perception

摘要: 基于“健康中国2030”战略，采用分层抽样面向日照市城区居民开展调查，收集740份有效样本，分析城区居民对体育赛事的感知态度，并基于计划行为理论(TPB)，运用结构方程模型探讨日照市城区居民健身意愿的影响机制。研究发现：从赛事特色契合度、涉入度和互动性三个维度识别，居民对体育赛事的互动性感知认可度最高。日照市居民健身意愿受赛事感知态度、主观规范和知觉行为控制的共同作用，居民赛事感知态度对健身意愿有显著直接正向影响，而主观规范、知觉行为控制对健身意愿既具有直接影响效应，也具有间接影响效应，而主观规范的测量效应最大，居民个体特征的影响相对较弱。由此，针对性提出增强居民健身意愿，推动全民健身与体育赛事协调发展的有效建议。

Abstract: Based on the “Healthy China 2030” strategy, a stratified sampling survey of 740 valid cases was carried out among urban residents in Rizhao City. From three dimensions of event distinctiveness, involvement and interactivity, this paper analyzes residents’ perception of sports events. Further, it uses the structural equation model to probe into the influence mechanism of urban residents’ fitness intentions in Rizhao City based on the TPB theory. The results show that interactivity gets the highest recognition from residents. In terms of fitness intentions, they are jointly influenced by event perception attitude, subjective norms and perceived behavioral control. Event perception attitude has a significant direct positive effect on fitness intentions. Subjective norms and perceived behavioral control not only have direct effects on fitness intentions but also indirect effects. Among them, subjective norms have the largest measurement effect, while individual resident characteristics have a relatively weak influence. Finally, the paper proposes corresponding suggestions to enhance residents’ fitness intentions and promote the coordinated development of mass fitness and sports events.