ABSTRACT

Research question

Violations of human rights have been reported in host countries of mega-sport events. Yet, the severity of violations differs between hosts. This study aims to find out whether differences in the severity of violations of human rights issues in potential and actual hosts of the Olympic Games lead to differential consumer evaluations of the Games, and whether Olympic Value perceptions influence evaluations depending on the severity of human rights violations.

Research methods

Two samples from the U.S. were surveyed. In Study 1, participants were informed about the potential hosting of the Olympic Games in countries outside the U.S. with reportedly high-severity vs. low-severity violations of human rights. Study 2 referred to the Los Angeles 2028 Olympic Games and framed the U.S. as a country with either high- or low-severity violations of human rights. It also assessed consumer knowledge about human rights issues and country image.

Results and findings

Attitude toward the Olympic Games was lower in the high (vs. low) severity conditions in both studies. Structural equation modeling results showed that two of the three Olympic value factors predicted consumer attitude in the high (but not in the low) severity conditions, and that attitude as well as some value factors related to intentions to follow the event in both studies.

Implications

Human rights issues in host countries of Olympic Games have negative effects on consumer evaluations. While consumers might still follow the event, value perceptions are important when violations are severe. This makes ethical concerns salient and affects the Olympic Movement.

中文翻译：

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奥运会主办国人权问题及由此产生的消费者评价差异

摘要

研究问题

据报道，大型体育赛事的东道国存在侵犯人权的行为。然而，违规的严重程度因主机而异。本研究旨在查明奥运会潜在和实际主办方侵犯人权问题严重程度的差异是否会导致消费者对奥运会的不同评价，以及奥林匹克价值认知是否会根据侵犯人权的严重程度影响评价.

研究方法

对来自美国的两个样本进行了调查。在研究 1 中，参与者被告知可能在美国以外的国家举办奥运会，据报道这些国家侵犯人权的行为严重程度与低程度不同。研究 2 参考了洛杉矶 2028 年奥运会，并将美国定义为一个严重或低度侵犯人权的国家。它还评估了消费者对人权问题和国家形象的了解。

结果和发现

在两项研究中，在高（与低）严重程度条件下，对奥运会的态度较低。结构方程建模结果表明，三个奥林匹克价值因素中的两个预测了消费者在高（但不是低）严重程度条件下的态度，并且在两项研究中，这种态度以及与关注事件的意图相关的一些价值因素。

启示

奥运会主办国的人权问题对消费者评价有负面影响。虽然消费者可能仍会关注事件，但当违规行为严重时，价值观念很重要。这使得道德问题变得突出并影响了奥林匹克运动。