Research On The Factors Influencing The Participation Decision-making Of The Auto Exhibitions' Visitors

In recent years, with the rapid development of economic and international exchanges become more frequent, China's exhibition industry has a great development. Especially in the 21st century, our government and enterprises have increased support and investment for the exhibition industry, the industry had started an annual 15% -20% of the rate of rapid development.2008 Beijing Olympics and 2010 World Expo in Shanghai will bring the continual increase on the Chinese exhibit economy. With China's auto industry and auto market in the rapid development, China's enormous car market provides very big development space for the companies, and auto exhibition and market union is very close, so auto exhibition is one brand promotion way also very important for each car companies. This research will analyze the factors which will influence the participation decision-making of the auto exhibitions'visitors.On the basis of relevant theories of consumer behavior and through reading relevant documents about traveling motivation theory, we build a factor system model for the factors both in visitor's needs inside and outside. We did an empirical analysis for the factors influencing the visitors, who participated in Shanghai International Automobile Industry Exhibition in April 2011. The expected results are that, Firstly, we will extract the key elements for the participation decision-making for the exhibitors and then calculate the record ranking; secondly, we will use logistic regression analysis to make sure the key elements.After the utilization of the SPSS 17.0 software on the data of this research, we finally extracted eight key elements by the method of Factor Analysis, which are "relax" "cultural exploration" "purchasing needs" "social demand" "organizers reputation" "exhibitors" "show events" "concept development proposals". And then Logistic regression analysis was used to determine which factors are out to show the audience view of the explanatory variables show decision-making behavior, and how these variables influence the size and direction. Make decisions by comparing the concept development and concept of the show to show but not interested in making the audience factor, and finally come to influence the audience to view exhibitions show the direct impact of factors that decision-making behavior. The results show that "relax" "exhibitors" are the two independent variables that make the visitors exhibiting a significant correlation between these two variables can effectively predict and explain the concept of development is to make decision-making behavior.Then with the conclusion of the research, we stand in the perspectives of the host enterprises and exhibitors to suggest some effective auto exhibition marketing strategy.Finally, we pointed out the disadvantages and the future research for this subject.