展会参展观众的满意度影响因素分析——基于湖南省展会调查数据的研究

李沛

展会参展观众的满意度影响因素分析——基于湖南省展会调查数据的研究

引用本文：李沛.展会参展观众的满意度影响因素分析——基于湖南省展会调查数据的研究[J].湖南大学学报社会科学版,2012,(3):62-67

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作者	单位
李沛	（湖南大学经济与贸易学院，湖南长沙410079）

中文摘要:利用2009~2010年针对长株潭三地比较大型的展览会进行现场调研所得的3101份参展观众问卷数据，通过建立有序Probit模型，考察了参展观众个人特征、展会特征及其效应等三个方面的10个变量对参展观众展会满意度的影响。研究结果发现，湖南省展览会目前的参展观众满意度仍然存在较大的提升空间，展览会的组织工作情况、展览会参展商的质量、参展观众参展达到预期目标的程度和展览会参展商的数量是影响参展观众对展览会总体评价的核心所在。根据上述结论，本文提出了提高会展满意度的相关政策建议。

中文关键词:参展观众满意度有序Probit模型

Research on Influencing Factors of Audience Satisfaction:Based on Hunan Exhibition Survey Data

Abstract:Based on 3101 questionnaire data provided by field investigation on large scale exhibitons in Changsha, Zhuzhou and Hengyang from 2009-2010, this paper builds an ordered Probit model to research the impacts of 10 variables to exhibition satisfaction, and the variables have been sum up into 3 big sides, the character of exhibition audience, the character of exhibition as well as the effects of exhibition. The results show that, there is still more room to improve exhibition satisfaction in Hunan province. What's more, the core points to impact its overall evaluation of exhibition audience are exhibition's organization work, the quality of exhibitors, the degree to achieve audience intended goal and the quantity of exhibitors, According to the above conclusions, this paper proposes relevant suggestions to improve the satisfaction of Hunan exhibition.

keywords:exhibition audience exhibition satisfaction ordered Probit model

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