蒋卓芮 刘东锋 姜大勇

摘 要：从非举办地居民视角出发，以沈阳与上海两个非举办地城市为例，探讨冬奥会对非举办地居民的积极感知提升能否引起居民凝聚力的增加以及作用的路径如何形成。采用文献分析法、调查问卷法，分析非主办地居民冬奥会感知对凝聚力影响，并将态度作为拟调节变量，构建感知、凝聚力和态度3个变量间的调节模型。结果表明，非举办地居民冬奥会感知对凝聚力具有较高影响，其中感知收益对凝聚力具有较高的正向影响，感知成本对凝聚力具有较低的负向影响;非举办地冬奥会居民态度对感知成本与凝聚力关系具有正向调节作用，但调节强度和效果较低;非举办地居民冬奥会感知、态度与凝聚力水平均处于较高水平。研究结果将有助于优化北京冬奥会筹办工作，进一步增强全社会的成就感、获得感与凝聚力，进一步提升北京冬奥会的办赛效益。

关键词：冬奥会;非举办地;感知;态度;凝聚力

中图分类号：G80-051   文献标识码：A  文章编号：1006-2076（2021）05-0061-12

Across regions： The effect of residents′ perception on cohesion of Beijing Winter Olympic Games—Interpretation based on samples from non-host cities of Shanghai and Shenyang

JIANG Zhuorui1， LIU Dongfeng1， JIANG Dayong2

1. School of Economics and Management， Shanghai University of Sport， Shanghai 200438， China; 2. Liaocheng University， Liaocheng 252000， Shandong， China

Abstract：From the perspective of non-host city residents， this paper takes Shenyang and Shanghai as example to explore whether the improvement of residents' positive perception of non-host city residents can lead to the increase of residents' cohesion， and how to form the effect path. Literature analysis and questionnaire were used to analyze the influence of non-host residents' perception of the Winter Olympics on cohesion， and attitude was taken as a pseudo-moderating variable to construct a moderating model among perception， cohesion and attitude. The results show that non-host residents' perception of the Winter Olympics has a high impact on cohesion， in which the perceived benefit has a high positive impact on cohesion， and the perceived cost has a low negative impact on cohesion. The attitude of non-host winter Olympics residents has a positive moderating effect on the relationship between perceived cost and cohesion， but the moderating intensity and effect are low. The perception， attitude and cohesion of non-host residents were all at a high level. The results will help optimize the preparations for the Beijing Winter Olympic Games， further enhance the sense of accomplishment， gain and cohesion of the whole society， and further improve the benefits of hosting the Beijing Winter Olympic Games.

Key words：Winter Olympics; non-hosting city; perception; attitude; cohesion

越來越多的学者倾向于认为良好、正面的国家形象是一个国家宝贵的无形资产，对内有利于凝聚人心、增强民族自信心与自豪感，对外可以提高国际声望与吸引力，为国家发展创造良好的环境，并给内政外交与商业经济带来切实的好处与利益[1]。冬奥会对于主办国国家形象的影响不仅局限在冬奥会与主办国两个感知之间的形象转移，同样重要的是奥运会筹办过程中以及奥运会举办期间为举办国带来的海量而高度集中的媒体曝光，以及受众通过观赏和消费冬奥会的体验，使得受众对举办国的感知通过同化、顺应与平衡机制不断得到补充、丰富、修正甚至颠覆[2]。……