A Study On The Relationship Between Perception And Support Degree Of Residents' Impact On Brand Exhibition In Shanghai

As the National Exhibition and Convention Center(Shanghai) is completed and put into use, Shanghai has become a city with the largest area of hall, the largest number of exhibition and the largest area of exhibition in the world.Shanghai vigorously promotes the "exhibition with brand" and "excellent exhibition".The exhibition with brand has high visibility, exhibits more than 2 million square metes,and it has more than 20% foreign exhibitors,while overseas visitors will reach 4%.The content exhibited is professional and authoritative,the exhibition service has standards,the relevant supporting facilities are perfect, the scope of influence is very wide.Residents’ perceptions and attitudes about exhibition is one of the main factors of successful events.Based on this background,this paper chooses the most representative of exhibition with brand-- Shanghai auto show as the research object.This paper uses many methods,such as the questionnaire, factor analysis, ANOVA analysis, structural equation modeling and so on.Aimed at understanding of residents’ perception of impact on Shanghai Auto Show and support for it, and the relationship between the two, this paper put forward countermeasures and suggestions to enhance the positive impact of the show, weaken the negative impact of the show, and enhance residents’ support degree of the show.This paper is divided into five chapters.The first chapter describes the background and significance of this research, and clearly determines methods and ideas of this research;In the second chapter related concepts(resident perception and attitudes, brand exhibition)are elaborated and defined,the related theories(social exchange theory and prospect theory) are introduced,and related research about perception of impact on the exhibition activities of home and abroad were reviewed;The third chapter is about the design of Shanghai residents’ impact on the auto show relationship between perception and support.Firstly, the development of Shanghai show with brand is analyzed,the Shanghai Auto Show is determined as the object.Secondly,the questionnaires are designed,distributed,collated and analyzed,and two big factors are abstracted from the perception of the Shanghai auto exhibition of effect:income perception and cost perception.Thirdly,the different demographic characteristics of residents if they have significant differences in the perception is analyzed with ANOVA methods.The fourth chapter is about the empirical study ofrelationship between the Shanghai residents’ perception and support on the auto show.Firstly,factor analysis of support is done.Secondly,the different demographic characteristics of residents if they have significant differences about support is analyzed with ANOVA methods.Finally,with AMOS software, the relationship model of income perception and cost perception and support is built,operated and corrected.The fifth chapter is about the conclusion and outlook of the study.The research indicates: Shanghai residents show a higher degree of perception of impact and support on the auto show,there is a high correlation between income perception and support.Based on this,the corresponding countermeasures and suggestions are put forward from the micro-level, and deficiencies of the paper is analyzed.