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Research on Influencing Factors of Exhibition Visitor’s Behavior of Attending Decision-making

Author: GuoLiLi
Tutor: PuSongAi
School: Dongbei University of Finance
Course: Tourism Management
Keywords: exhibition visitor purchasing decision-making influencing factors
CLC: F713.83
Type: Master's thesis
Year: 2011
Downloads: 169
Quote: 0
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Abstract


Since visitor is the life line of exhibition, it is vital to exhibition. Exhibition organizer, exhibitor and visitor are the threeprincipal parts. Exhibition organizer obtains earnings by organizing to pay the rent booths, who want to interact with visitor to improve trades. In practice, because visitor is able to bring most benefits to exhibition, exhibition organizer pay more attention to visitor and less attention to visitor. With the piece competition of exhibition, it is important to attract visitor for exhibition organizer to gain competitive advantage, which is the core of sustainable development.The main aim of the research are as follows:on the one hand, it will comb and extract the main factor that affect the decision-making behavior; on the other hand, it will test and analyze the differences among the factors of visitors, who have different characteristics and visit behaviors.The study analyze the survey data via SPSS 16.0 and get 6 main factors, which are the expectation of obtaining information, the quality of exhibitor, the expectation of social relationship, the strength of organizer, time and space environment and the total visit cost; and then order the mean of the factors to analyze the influence weight,; use Independent samples T-test and One-way ANOVA to test the differences among the factors of visitors who are different from region, scale, enterprise age and visit behavior; and at last obtain:(1) compared with the visitors of the region of the Yangtze river delta, the visitors of other domestic regions are affected more seriously by factors of time and space environment and the strength of organizer; (2) compared with the visitors of big enterprise, the visitors of middle and small enterprise attach more importance to the factors of the quality of exhibitor and the total cost; (3) compared with the visitors of emerging enterprises, the visitors of mature enterprise are influenced more by the factors of the obtaining information expectation and the expectation of social relationship; (4) compared with the visitors of short loyalty and long loyalty, the visitors of potential loyalty pay more attention to the factor of the quality of exhibitor, on the contrary, compared with the visitors of short loyalty and potential loyalty, the visitors of long loyalty are more impressed by the factors of the obtaining information expectation and the expectation of social relationship.According to the logic, this paper writing is divided into five parts:The first part is review and introduction, which states the background, research objective, the research significance, the research process and research content.The second part is literature review, which is composed of three main sections as follows:to begin with, it will comb and define the related concepts; review the mature theory and model of consumer buying behavior decision-making to serve as the theoretical basis; review the relating research of exhibition visitor at home and abroad; and at last put forward the necessity and importance of researching the visiting decision-making affecting factors of exhibition visitors.The third part is study design. This research is empirical research, taking questionnaire investigation as study method and according to the problem, puts forward the hypotheses.The forth part is data analysis and hypothesis testing, which collate and analyze the date, obtain 6 main factors; use Independent samples T-test and One-way ANOVA to test the differences among the factors of visitors, who have different characteristics and visit behaviors; and at last to verify the null hypothesis correct or not.The fifth part is research conclusion and prospect, which conclude main findings of this research, points out the innovation of this paper, place the deficiency, and then prospect subsequent research in the future.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising > Trade shoe
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