2025雙北世界壯年運動會居民城市認同、心理收入、幸福感與賽會支持之研究

Abstract

緒論：本研究以2025雙北世界壯年運動會為例，探討賽會舉辦期間，臺北市與新北市的主辦城市居民之城市認同、心理收入、幸福感與賽會支持之關聯性。本研究以社會認同理論與社會交換理論為基礎，建構包含四個研究變項的結構模型：城市認同、心理收入、幸福感與賽會支持。方法：研究採用問卷調查法，針對現居臺北市與新北市且知悉賽會舉辦的居民進行資料蒐集，共獲得280份有效樣本。資料分析則採用SPSS 29.0與SmartPLS 4進行信效度檢驗與結構方程模式分析。結果：城市認同能顯著正向預測心理收入與幸福感；心理收入能顯著正向預測幸福感與賽會支持；城市認同與幸福感對於賽會支持的預測則未達顯著，顯示居民對城市的認同與生活感受未能有效地轉化為對賽會的支持態度或行為。結論：本研究結果可作為主辦城市推動未來賽會規劃與城市行銷策略之參考，建議透過提升居民情感認同、心理收入、幸福感等正向心理感受，強化賽會所帶來的社會效益與居民支持態度。

Introduction: This study aimed to explore the direct relationships among city identity, psychic income, well-being, and event support among residents during World Masters Games 2025 Taipei and New Taipei City. Based on Social Identity Theory and Social Exchange Theory, a structural model was developed incorporating four variables: city identity, psychic income, well-being, and event support. Methods: A questionnaire survey was conducted targeting residents currently living in Taipei City or New Taipei City who were aware of the event. A total of 280 valid responses were collected. Data were analyzed using SPSS 29.0 and SmartPLS 4, with reliability, validity testing, and structural equation modeling. Results: City identity significantly and positively predicted both psychic income and well-being. Psychic income significantly and positively predicted both well-being and event support. However, city identity and well-being did not significantly predict event support, indicating that residents’ identification with the city and their perceived well-being may not directly transform into actual supportive attitudes or behaviors toward the event. Conclusion: The findings of this study offer valuable implications for future event planning and city marketing strategies. It is recommended to enhance residents’ emotional identification, psychic income, and well-being to strengthen the social benefits generated by the event and residents’ supportive attitudes.