The Relationship Between Motivation And Intention Of Spectators In The Special Exhibition

With the intervention of capital,the special exhibition in China has accelerates its marketization process.Marketization development requires its hosts not only focus on the theme and content of the exhibition,but also on the motivation of the spectators to understand the needs of the audience,whereas the number of theoretical research on domestic special exhibitions in China is limited.Therefore,this article will analyze intention of the audience from the perspective of participation motivation,based on Maslow’s Hierarchy of Needs and Motivation Theory,with the quantitative research methods,in order to find out the correlation and prediction between intention and motivation of internal needs and external incentives,which will provide an empirical basis for the direction of curation and operation.In this paper,the structure validity of the questionnaire is determined by pre-test.Based on controlling familiarity,it analyses the correlation between each variable of motivation and intention,then argues that only "cognitive and aesthetic need","recognition and publicity of special exhibition","theme and cultural traits" and "value added" show significantly the correlation with intention.On the basis of correlation analysis,regression analysis suggests that only "cognitive and aesthetic need","recognition and publicity of special exhibition ","theme and cultural traits" show significantly positive prediction on intention;Here,this article introduces "price perception" as the moderator,and finds that users with higher price perception will be more vulnerable to the change of recognition and publicity than those with lower price perception.Based on this analysis,curation and marketing can have its emphasis.