基于因子分析法的会展业参展行为决策因素实证研究

会展活动中,参展商行为是展会成功的关键因素之一。本文以建立影响参展商参展行为决策的数量模型为基础,选取在北京举办的三个典型展会进行实地调研,通过因子分析法萃取主要影响因子并确定其影响权重,研究提出影响参展商参展行为决策的主要因素,为提升会展活动效果提供参考。研究显示,展会的市场购买力、专业观众(买家)的质量和数量是影响参展决策的首要因素。展会的行业影响力、同行企业的参展情况特别是知名或龙头企业能否参展,也是影响参展决策的重要因素。对于贸易型展会,主办方的官方背景对参展决策的影响不大,参展商更看重展会自身的影响力和品牌效应。

A research on the decision-maklng factors of exhibitors

This passage is based on the exhibitors development of Convention and Exhibition Field. Collected enough theoretical research as a preliminary groundwork, and then set up a pattern for participation in decision- making. Using Beijing as the palace to collect questionnaire and talk about the exhibition with exhibitor. Three exhibitions represented as respondent. Through those records, using the Factor Analysis to analyze which factor influence the exhibitor, and confirm the weight of each factor. At last, give some advises and suggestions to the organizer, help them to improve the product and service of exhibition.