会展普通观众论：会展行业中普通观众观展满意度影响因素的实证研究.docVIP

会展普通观众论文：会展行业中普通观众观展满意度影响因素的实证研究 【中文摘要】随着2010年上海世界博览会的成功举办,会展业在我国呈现出良好的发展势头。然而支持会展蓬勃发展的一个重要主体—普通观众,却没有被足够的重视。本文以普通观众为对象,对影响会展普通观众观展满意度的因素进行分析和探讨,通过实证研究,找出影响会展普通观众观展满意度的主要因素,为会展行业提高普通观众满意度,扩大会展行业的影响力提供理论和实践依据。本文以美国顾客满意度指数模型为基础,整合服务质量测评指标(SERVQUAL),并结合会展行业实际情况构建普通观众观展满意度的调查量表,主要通过问卷调查的方法收集数据。本文还提出影响普通观众观展满意度的假设和影响满意度的关系模型。通过SPSS统计分析软件对收集到的数据进行描述性统计分析、独立样本T检验、因子分析、方差分析、相关分析、回归分析等,验证了假设并得出结论。结论如下：1.影响会展行业普通观众的观展满意度主要有三个方面：观展期望、感知质量、感知价值。其中感知质量又包括展会主题感知、辅助设施感知、展馆硬件呈现感知、展会工作人员感知、展会环境感知和展馆区位感知六个维度。2.不同人口统计变量在观展期望和满意度方面不存在显著差异,在感知质量和感知价值方面存在显著差异。3.观展期望对观展满意度有负向影响作用,感知质量、感知价值对普通观众的观展满意度则为正向影响作用。 【英文摘要】The world exposition has been held successfully in shanghai in 2010 and the fair and exhibition industry of China shows the beautiful future. However, the general visitors, one of the most important parts supporting the whole industry, have not been put into enough attentions. This article will focus on the general visitors, and try to explore and analyze the main factors affecting theit satisfaction. Based on the research, several theories and practice improvements will be formulated to improve the present situation.On the base of America Customers Satisfaction Index (ACSI), SERVQUAL and the rules of fair and exhibition industry, the author designed and formed the evaluation checklist of satisfaction. The questionnaire is one important way to collect the first hand data. The hypothesis about the satisfaction and the model on the relationships between the satisfaction and the affecting factors are formed. Combined with the Descriptive statistical analysis, Independent sample T-test, Factorial analysis, variance analysis, correlation analysis, regression analysis of SPSS statistical analysis software, the date has been analyzed, the hypothesis has been tested and the conclusions have been summarized.The final conclusions include:There are three major aspects affecting the general audience of fair industry, which include visit exception, perceived quality and perceived value. T