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Social Benefits of the Running Event: Role of Community Cohesion and Pride
路跑賽事社會效益之分析－社區融合與光榮感之角色
摘要
Purpose: This study investigated the social benefits of a running event and their relationship with local residents' caring and supportive attitudes toward the event based on social exchange theory. Methods: Tianzhong Marathon was selected as a research subject. A questionnaire was developed through a review of the relevant literature. Item, exploratory factor, and confirmatory factor analyses were performed to evaluate the validity and reliability of the developed questionnaire. Subsequently, structural equation modeling was employed to test hypotheses in the research model. Results: Local residents generally agreed with social benefits (i.e., image enhancement and publicity, economic and urban development, and community cohesion and pride) generated from this marathon event and expressed positive attitudes toward this event. Moreover, both image enhancement and publicity and economic and urban development had a significant impact on community cohesion and pride, thus affecting local residents' caring and supportive attitudes. In addition, image enhancement and publicity exerted a mediating effect on care through community cohesion and pride. Moreover, community cohesion and pride significantly mediated the impact of economic and urban development on local residents' care and support. Conclusion: This study identified the critical role of community cohesion and pride in determining local residents' attitudes (i.e., care and support). The findings indicate that involving community residents in sports events can create a sense of belonging among them and thus develop their supportive attitude toward sporting events.
並列摘要
目的：本文主要是透過社會交換理論探討路跑賽事所帶來之社會效益及其與支持態度之相關。方法：本研究以田中馬拉松為例，以居住在當地居民為研究對象，採用問卷調查法，自編問卷，經預試（項目分析、探索性因素分析）確認問卷信、效度良好後，使用結構方程模式進行假設驗證。結果：顯示在地居民泰半認同賽事產生之社會效益以及支持賽事的辦理，形象宣傳與經濟發展會正向影響光榮感。而光榮感會正向影響支持賽事與關心賽事，形象宣傳會透過光榮感中介影響關心賽事，但對賽事支持卻沒統計上的顯著。另外，經濟發展會透過光榮感中介影響賽事支持與關心賽事。結論：從社會效益中的形象宣傳與經濟發展並無法直接激發出當地居民對該賽事的支持與賽事關心。反之如賽會想獲得當地居民支持與關心的話，賽事需與當地居民深刻連結，並激發出當地居民的光榮感，方能獲得當地的居民對賽事的支持與關心。