Abstract

This study investigates Earth Hour, the largest energy-saving campaign in the world, it relies on a number of repeated participants. This study explores the factors influencing revisit intention and discusses the interactions among these antecedents. An online questionnaire is used to survey the participants of Earth Hour in 2020, and 504 valid samples are analyzed. Results show that flow experience, positive emotion, and event satisfaction have direct effects on revisit intention, among which event satisfaction has the greatest effect. Positive emotion plays a mediating role between flow experience–event satisfaction and flow experience–revisit intention. Event satisfaction plays a mediating role between flow experience–revisit intention and positive emotion–revisit intention. The enduring involvement of the participants can positively moderate the relationship between positive emotion and revisit intention, between flow experience and revisit intention, and between event satisfaction and revisit intention. This result broadens the application of enduring involvement and remodels the revisit intention variables. The organizers may consider following flow experience–event satisfaction–revisit intention to persuade the participants to revisit the event. This study suggests that event organizers should collect and analyze opinions from participants, and formulate plans to enhance the satisfaction and willingness of participants effectively for them to revisit the event.

摘要

这项研究调查了“地球一小时”，这是世界上最大的节能运动，它依赖于许多重复的参与者。这项研究探讨了影响重访意向的因素，并讨论了这些前因之间的相互作用。我们使用在线问卷调查了2020年地球一小时的参与者，并分析了504个有效样本。结果表明，流动经历，积极情绪和事件满意度对重访意向有直接影响，其中事件满意度影响最大。积极情绪在流程体验（事件满意度）和流程体验（重新体验）之间起中介作用。事件满意度在流程体验-重访意图和积极情绪-重访意图之间起中介作用。参与者的持久参与可以积极地调节积极情绪与重访意图之间，流程经验与重访意图之间以及事件满意度与重访意图之间的关系。该结果拓宽了持久参与的应用范围，并对重访意向变量进行了重塑。组织者可以考虑遵循流程经验（活动满意度）的重访意图，以说服参与者重访活动。这项研究表明，活动组织者应收集并分析参与者的意见，并制定计划，以有效提高参与者对活动进行重新访问的满意度和意愿。在事件满意度和重访意向之间。该结果拓宽了持久参与的应用范围，并对重访意向变量进行了重塑。组织者可以考虑遵循流程经验（活动满意度）的重访意图，以说服参与者重访活动。这项研究表明，活动组织者应收集并分析参与者的意见，并制定计划，以有效提高参与者对活动进行重新访问的满意度和意愿。在事件满意度和重访意向之间。该结果拓宽了持久参与的应用范围，并对重访意向变量进行了重塑。组织者可以考虑遵循流程经验（活动满意度）的重访意图，以说服参与者重访活动。这项研究表明，活动组织者应收集并分析参与者的意见，并制定计划，以有效提高参与者对活动进行重新访问的满意度和意愿。