Research On The Influence Of Regional Social And Cultural Environment Of Commercial Sports Events On Informal Contracts Of Trading Networks

Many phenomena show that more and more event organizers choose to hold commercial sports in a fixed city or region.From the perspective of cost-benefit theory in economics,how to reduce the production cost is the consideration of event organizers,and transaction cost is an important part of it.Existing research results show that social capital in the event trading network can reduce the transaction cost of the event.Can the social and cultural environment of the region reduce the transaction cost of the event by affecting the social capital in the event transaction network?This study uses the paradigm combining normative research and empirical research,relying on regional innovation theory,contract theory and social capital theory,firstly using the logic analysis method to obtain the regional social and cultural environment of commercial sports events and the informal contract of trading network.On the basis of this,the paper puts forward and demonstrates mechanism of action that the regional social and cultural environment of commercial sports events will have an impact on the informal contract of the trading network.Finally,using the expert fuzzy evaluation method to obtain the degree of effect of each index on the informal contract of trade network in the social and cultural environment of commercial sports events in China.It will provide theoretical support for the region to better create the social and cultural environment of the event,thereby promoting the development of commercial sports events in the region.The following main conclusions are drawn:(1)The regional socio-cultural environment of commercial sports events includes 5 first-level indicators:sports customs,sports values,sports workers' cultural level,social atmosphere,trust,and 13 secondary indicators.(2)The informal contract of the trading network includes 3 first-level indicators:the structural dimension,the relational dimension,the cognitive latitude,and 10 secondary indicators.(3)The different number of traditional ethnic sports,national traditional sports activities held every times,number of professional sports colleges and universities,the number of national athletes at or above level 2,the number of national referees at or above level 2,the number of sports brokers and population proportion of sports population,sports consumption,the frequency of fake balls or black whistle in sports competitions,the frequency of fans'riots,the frequency of stimulants in sports competitions,sports events on average per capita and good sports sponsorship have different impact in the relationship between the network main body,interpersonal trust,duty and expectations,the density of network,network location centricity,the network main body consciously abide by common specification,reputation,and establish the shared language and symbols,shared vision,tacit knowledge.(4)The sponsorship of sports events,the average attendance of sports events and the number of sports brokers have an important effect on the strength of linkages,the density of networks,obligations and expectations,shared vision and meditation knowledge.The sponsorship of sports events,the average attendance of sports events have an important effect on the centrality of the network location.The sponsorship of sports events,the average attendance of sports events,the number of incidents such as fake balls or black whistle in sports competitions and the frequency of fans'riots have an important effect on interpersonal trust.The number of incidents such as fake balls or black whistle in sports competitions,the frequency of fans' riots and the frequency of stimulants in sports competitions have an important effect on common compliance.The sponsorship of sports events,the proportion of sports population in the total population,the number of sports agents,the number of incidents such as fake balls or black whistle in sports competitions,the frequency of fans' riots,the frequency of stimulants in sports competitions and the average attendance rate of sports events have an important effect on reputation.The sponsorship of sports events,the average attendance rate of sports,the proportion of sports population in the total population,the per capita sports consumption and the number of sports agents have an important effect on shared language and symbols.