基于PLS-SEM和LDA主题分析的重庆低空赛事赋能城市消费升级的机理研究

Study on the Mechanisms of Low-Altitude Sporting Events Empowering Urban Consumption Upgrading in Chongqing Based on PLS-SEM and LDA Topic Analysis

摘要: 本研究聚焦低空体育赛事如何成为城市消费升级的新动能，探讨赛事体验质量如何影响城市消费意愿。通过运用机器学习技术LDA主题模型对Python抓取的微博、小红书评论文本进行挖掘，识别并精炼出“感官享乐体验、安全保障感、互动参与体验、便利服务与配套、科技炫酷感”五大核心维度及其指标，辅助量表核心变量开发。根据605份有效问卷数据，基于SOR理论构建“反映性–形成性”二阶PLS-SEM模型并实施两阶段验证。结果显示，五大维度共同塑造的赛事体验质量显著增强观众态度认同，并进一步转化为城市消费意愿；态度在其中发挥关键桥梁作用，而赛事涉入度的调节效应边缘显著，联动可达感的调节效应不显著。研究表明，安全保障感、便利服务与配套、互动参与体验的升级是低空赛事核心吸引力的着力点，也为城市“体育 + 文旅”赋能消费升级提供了实证依据。

Abstract: This study examines how low-altitude sporting events can serve as a fresh engine for urban consumption upgrading and clarifies the mechanism through which event experience quality shapes city‑wide consumption intention. User-generated comments on Weibo and Xiaohongshu were collected with Python and mined through a Latent Dirichlet Allocation (LDA) topic model, which identified five core experiential dimensions (Sensory Enjoyment, Perceived Safety Assurance, Interactive Participation Experience, Service & Convenience Provision, Technology-Induced Wow Experience), together with their indicators, thereby informing the development of the scale’s key variables. Based on 605 valid questionnaires, a “reflective-formative” second-order PLS-SEM model grounded in the SOR framework was constructed and validated in two stages. The results indicate that event experience quality, formed by five major dimensions, significantly enhances attitude identification among spectators, which further translates into city‑wide consumption intention; attitude thus functions as a critical bridging mechanism, whereas the moderating effect of Event Specific Involvement reaches only marginal significance and that of Event-Destination Connectivity Perception is not significant. This study reveals that Perceived Safety Assurance, Service & Convenience Provision, and Interactive Participation Experience are key drivers for elevating low-altitude events’ core appeal, providing empirical support for cities leveraging sport-cultural tourism integration to empower consumption upgrading.