体育赛事对城市形象与行为意愿的作用是一个较为复杂的过程，包括作用机制与影响因素在内的许多深层次问题仍有待进一步厘清。研究从城市宏观赛事组合的层次与外地受众的视角，借鉴认知心理学、经济学等相关基础理论，提出研究假设，并以上海为例开展问卷调查进行实证检验，探讨赛事对城市形象与行为意愿的可能影响与作用机制。结果显示，赛事组合形象会对行为意愿产生直接的正向影响作用，证实了经济学的信号理论对于阐释赛事与行为意愿作用关系的适用性；赛事组合还会通过城市形象为中介对行为意愿产生间接影响，确认了以图式理论为基础的品牌形象转移理论在赛事组合层面解释赛事对城市形象影响作用的有效性。研究有助于增进关于赛事对城市形象与行为意愿影响作用机制的理解，并有望为城市赛事整体战略的规划决策提供有益参考与启示。

The impact of sports events on city image and behaviour intentions is a very complex process，and further clarification is needed for in-depth issues such as the mechanism at work and the influencing factors. Drawing on theories from cognitive psychology and economics，this paper seeks to explore the possible impact of sports events on city image and behaviour intentions from the perspective of event portfolio and external audience by testing hypothesis through an empirical survey study with Shanghai as an example. The results indicated that event portfolio have direct impacts on behaviour intentions，confirming the applicability of signaling theory in this context. The research also confirmed the indirect impact that event portfolio has on behaviour intentions and Brand Image Transfer (BIT) could happen at an event portfolio level as well as at single events level as indicated in extant literature. In addition，the research helps to understand how sports events influence city image and behaviour intentions and both theoretical and practical implications are also offered.

G808.2

上海市地方高水平大学建设项目