金牌收敛背景下奥运金牌非市场价值评估——基于上海居民支付意愿的实证分析  

Assessment of Non-Market Value of Olympic Gold Medals in the Context of Medal Convergence:An Empirical Analysis of Shanghai Residents’Willingness to Pay

作　　者：王苑苑 刘东锋 WANG Yuanyuan;LIU Dongfeng(School of Economics and Management,Shanghai University of Sport,Shanghai 200438,China;Physical Education Department,Shanghai University of Finance and Economics,Shanghai 200433,China)

机构地区：[1]上海体育大学经济管理学院,上海200438 [2]上海财经大学体育教学部,上海200433

出　　处：《沈阳体育学院学报》2025年第2期1-8,44,共9页Journal of Shenyang Sport University

基　　金：国家社会科学基金重大项目“中国特色体育赛事体系重构与创新研究”(23&ZD194)。

摘　　要：在金牌数量趋于收敛的国际背景下,奥运金牌的非市场价值评估对于验证政府公共支出的合理性及公众对国家成就的认可具有关键作用。应用条件价值评估法和韦伯回归模型,以东京奥运会为例,通过上海居民奥运金牌的支付意愿估计其非市场价值。研究表明,奥运金牌具有显著的非市场价值,近半数的被调查上海居民表现出平均43.440元人民币/块的奥运金牌支付意愿;公众对奥运金牌的价值认知存在差异,其支付意愿受到象征性资本、消费资本和社会人口统计学变量的影响,而年轻群体和中等收入群体的支付意愿相对较低。奥运金牌不仅是体育成就的象征,也是国家软实力的重要组成部分。公众支付意愿反映了对国家体育成就的高度认可。基于此,建议强化奥运金牌价值传播体系,提升青少年和中低收入群体的体育参与度,构建体育精准化资源配置机制,以期为国家制定更为精准和有效的体育政策提供理论依据。In the international context that the number of gold medals tends to converge,the assessment of the non-market value of Olympic gold medals plays a key role in validating the reasonableness of governmental public expenditures and public recognition of national achievements.Using the Tokyo Olympics as a case study,this research employs the Contingent Valuation Method and Weibull regression model to estimate the non-market value of Olympic gold medals based on the willingness-to-pay of Shanghai residents.It indicates that Olympic gold medals possess significant non-market value,with nearly half of the surveyed Shanghai residents demonstrating a willingness to pay an average of 43.440 yuan per gold medal.There is a difference in the public’s perception of the value of Olympic gold medals,whose willingness to pay is influenced by symbolic capital,consumption capital and socio-demographic variables,with younger groups and middle-income groups exhibiting relatively lower willingness to pay.Olympic gold medals are not only a symbol of athletic achievement,but also an important part of national soft power.The public’s willingness to pay reflects a high degree of recognition of national sports achievements.Based on this,it is recommended to strengthen the value communication system of Olympic gold medals;to increase the sports participation of teenagers and low-and middle-income groups,and to establish a mechanism for precise resources allocation in sports.It is anticipated that this will provide a theoretical foundation for the government to formulate more precise and effective sports policies.

关 键 词：奥运金牌 非市场价值 支付意愿 条件价值评估法 象征性资本 

分 类 号：G80-053[文化科学—运动人体科学]