影响参展商参展决策行为的因素研究

上海交通大学硕士学位论文影响参展商参展决策行为的因素研究姓名：曹雯申请学位级别：硕士专业：旅游管理指导教师：过聚荣20090114I20082010200810200IISPSS15.0t,,,IIITHERESEARCHONTHEFACTORSINFLUENCINGTHEPARTICIPATIONDECISION-MAKINGOFTHEEXHIBITORSABSTRACTTheexhibitindustrywhichisregardedastheCityBreadisboomingdramaticallyandhavebecomeanimportantpartinChinesetertiary-industrysinceourreformandopening.2008BeijingOlympicsand2010WorldExpoinShanghaiwillbringthecontinualincreaseontheChineseexhibiteconomy.However,thecurrentexhibitmarketisshowingthehomogeneouscharacteristicsinproductandseverecompetition,themotivesoftheexhibitorparticipationaremorereasonable.Thismarketismorevaluableontheprofessionalqualityandtheexhibitors’loyalty.Thisresearchwillanalyzethefactorswhichwillinfluencetheparticipationdecision-makingoftheexhibitors.Basedonthetheoriesandthesisinthissubjectbefore,webuildafactorsystemmodelforthefactorsbothinexhibitor’scorporateneedsinsideandoutside.Wedidanempiricalanalysisforthefactorsinfluencingthe200exhibitorsbothfromdomesticandforeigncountrieswhoparticipatedinShanghaiinternationalprofessionalexhibitionsinOctober,2008.Theexpectedresultsarethat,Firstly,wewillextractthekeyelementsfortheparticipationdecision-makingfortheexhibitorsandthencalculatetherecordranking;secondly,wewilltestthedifferentiationofdifferentcharacteristicexhibitors.AftertheutilizationoftheSPSSsoftwareonthedataofthisresearch,wefinallyextractedIVeightkeyelementsbythemethodofFactorAnalysis,whicharetheexpectationofthemarkettrade,theexpectationofpublicizingtheimageandenlargethenetwork,theexpectationofthemarketandtechnologyinformationgathering,thehostrelatedfactors,thequalityofthevisitorsandtheotherexhibitors,thesiteandtimerelatedfactorsandalsothefee.Andthenweusetheindependent-SampleTtestandOne-wayANOVAforthetestofdifferentexhibitors,likedifferentlocations,differentyears,differentsizesanddifferentparticipationloyalty.Thenwiththeconclusionoftheresearch,westandintheperspectivesoftheexhibitorstosuggestthehostenterprisesandcitiessomeeffectiveexhibitionmarketingstrategy.Finally,wepointedoutthedisadvantagesandthefutureresearchforthissubject.KEYWORDSExhibitor,Exhibition,ParticipationDecision-Making,ExhibitionMarketing11.11718()2115%-20%[1]2[2];31.21.2.11.2.2451.31.3.112t/61.3.2SPSS15.0t72.12.1.1(events)[3][4]:()[5][6]82.1.2(Gopalakrishna,Williams,1992)[7]93-69-1112-17-82003SARS102.1.3[8]2-1Figure2-1ExhibitionExchangePrinciple;1025%1:91920052010112-2Figure2-2ExhibitEconomyIndustryChart2.1.42005[9];12:2.1.52001[10]200120022002200320042005[11]2005[12]20044P4P2002200413[13]2004[14]2005[15]2.2DecisionProcessSOR[16]142-3Figure2-3Themodeloftheconsumerpurchasedecision(Nicosia)[17]1234(Kotler)2-4Figure2-4KotlerModel15--EKB1968(Engel,Kollat,Blackwell)E.K.B[18](Engel,etc1968):;;E.K.B:(1)(2)(3)(4)(5):(l):;(2):;(3):(1)(Problemrecognition),(2)(Informationsearch)(3)(Evaluationofalternatives),(4)(Purchasedecision),(5)(Postpurchasebehavior):162-5EKBFigure2-5EKBModelEKB19911.2.3.4.1.172.3.4.(Howard&Sheth)HowardSheth1974:();;();[19]2-6Figure2-6HowardModelD[20]182-7Figure2-7HopkinsConsumerDecision-MakingProcessModelR=D[N(C+C)+S(SO+B)]+U+L+M=[+++]+++19;2-8Figure2-8QuYunboModel2.3202.4[21],212.52.5.1422(Dickinson1985)(Kijieski,1993)5:(0'Hara&Herbig,1993)3(Oppermann,Chon1997)2004(Tanner,2002)(Herbig,Palumbo&0'Hara,1996)(CarmenBerne,M.EGarcia-Uceda,2007)232.5.220062007,(2005)():(2004)200320075332.5.324253.1SPSS15.0T,1030263.23.2.1EKB3.2.2-223.33.3.12227/3-1Figure3-1Thepredictedsystemmodeloffactorsinfluencingtheexhibitors/283-2Figure3-2Thedifferentiationframeworkoftheexhibitors’influencingfactors3.3.21232945678//EKR9EKR(Kijieski1993)1011/(Herbig,Palumbo&0'Hara,1996)12301314//.15(Dickinson1985)(0'Hara&Herbig,1993)16EKB223-1200620062006200620062006Kijieski1993Tanner(2002)2007Dickson(1995)2007Dickinson(1995),31OHara&Herbig(1993)Tanner(2002)Kijieski19932007Tanner(2002)Kijieski1993Kijieski19932007GriffinParasuraman2-3443.4321122334455663.533123453003002000200063310103030715Berdie(1994)55200351-554321343.63.6.11012-1014200830263.6.2353-2200810.12-10.14SNIEC302610.20-10.23SNIEC1009210.27-10.30SNIEC1201083.6.320081022020090%SPSS15.0T1Descriptives2ReliabilityAnalysisCronbach’salpha3FactorAnalysis4t(Independent-SamplesTtest)365One-wayANOVA37SPSSStatisticsPackageforSocialScience15.020022t4.14.1.1SPSS15.02002007839%9045%3216%16884%385025%6432%8643%300300-200020003517.5%6331.5%10251%32814%3106030%10304221%307035%373918.5%,3216%6532.5%6633%70%4-27839%39%9045%84%3216%100%5025%25%6432%57%8643%100%3003517.5%17.5%300-20006331.5%49%200010251%100%32814%14%3106030%44%10304221%65%307035%100%3718.5%18.5%3216%34.5%6532.5%67%6633%100%4.1.2SPSS404-34.253.484.103.364.083.324.053.303.983.283.963.273.863.053.752.893.682.233.641.983.563.504.2Cronbach’sAlphaa0.5a0.70.80222,4-4Cronbach'sAlpha.80222414.3Gau1978123SPSS15.01(varimax)22204.3.1KMO;KMO0.90;0.80-0.90;0.60-0.80;0.50-0.60:0.5020KMO0.687421791.857254P0.0004-5Kaiser-Meyer-OlkinMeasureofSamplingAdequacy..687Approx.Chi-Square1791.857Df254Bartlett'sTestofSphericitySig..0004-620811Hair199583.171%4-6-114.67020.30420.3044.670