倪军，张宇，蔡理

摘要：目的：基于態度理论和“刺激-有机体-反应”理论构建结构方程模型探索品牌认知和城市形象感知对重访意愿的影响。方法：利用“滚雪球”的方式进行抽样调查，主要采用问卷调查的方式，回收328份有效问卷，使用AMOS 24.0对结构方程进行检验。结果：品牌质量认知、品牌个性认知和品牌象征认知均能正向影响参与者的重访意愿，路径系数分别为0.27、0.34、0.20;品牌质量认知、品牌个性认知和品牌象征认知能够通过城市情感形象感知影响参与者的重访意愿，间接效应估计值分别为0.089、0.095、0.051;品牌质量认知、品牌个性认知能够通过城市认知形象感知影响参与者的重访意愿，间接效应估计值分别为0.035、0.035，品牌象征认知在不能通过认知形象感知影响参与者的重访意愿;城市情感形象感知的总间接效应大于城市认知形象感知的总间接效应。结论：品牌认知对重访意愿有直接影响，也能通过城市形象感知间接影响重访意愿。揭示品牌认知对重访意愿的影响关系，对提升马拉松赛事的品牌建设，促进马拉松赛事的品牌化发展有重要的现实意义。

关键词：重访意愿;品牌认知;城市马拉松;城市形象;结构方程模型;中介

中图分类号：G80-051文献标识码：A文章编号：1006-2076（2021）04-0043-10

Influence of brand perception on revisit intention of urban marathon： A structural equation model with parallel mediation

NI Jun1，2，ZHANG Yu3，CAI Li1*

1.Qingdao Engineering Vocational College， Qingdao 266112， Shandong， China; 2. School of Sport Sciences， Nanjing Normal University， Nanjing 210023， Jiangsu， China; 3. School of Psychology， Nanjing Normal University， Nanjing 210097， Jiangsu， China

Abstract：Objective： To construct a structural equation model based on attitude theory and stimulus-organic-response theory to explore the effects of brand perception and city image perception on revisit intention. Methods： 328 valid questionnaires were collected and AMOS 24.0 was used to test the structural equation. Results： Brand quality cognition， brand personality cognition and brand symbol cognition all positively affected participants’ revisit intention， and the path coefficients were 0.27， 0.34 and 0.20， respectively. Brand quality perception， brand personality perception and brand symbol perception could influence participants’ revisiting intention through city emotional image perception， and the estimated indirect effects were 0.089， 0.095 and 0.051， respectively. Brand quality cognition and brand personality cognition could influence participants’ revisit intention through city image perception， and the estimated indirect effects were 0.035 and 0.035， respectively. Brand symbol cognition could not influence participants’ revisit intention through cognitive image perception. The total indirect effect of city emotional image perception is greater than that of city cognitive image perception. Conclusion：Brand perception has a direct impact on revisit intention， and can also indirectly affect revisit intention through city image perception. It is of great practical significance to reveal the relationship between brand cognition and revisiting intention， and to improve the brand construction of marathon and promote the brand development of marathon.

Key words：revisit intention; brand recognition; urban marathon; city image; structural equation model; mediation

重访意愿是游客行为的研究热点，也是旅游目的地生命周期和经济效益的重要指标。作为体育旅游的重要形式，城市马拉松（以下称“马拉松”）赛事的涌现，加剧了“产品创新不足，赛事同质化”的困境，降低了参与者的需求满足程度，对赛事的开发和管理形成了挑战。……