Motivation And Satisfaction Analysis Of Visitors Of Industrial Trade Show In China

In this study,we divided the industrial exhibition based on different contents into comprehensive exhibitions and professional exhibitions,selected two famous exhibitions as samples.A questionnaire survey was conducted on the 18 th China International Industry Fair and the 17 th Shanghai International Automobile Industry Exhibition.Studying the interaction,similarities and differences between audiences of different types of industrial exhibitions on the background of identity,channels to access information,motivation to visit and satisfaction factors of visits.The research is divided into nine parts,the first part introduces the research background,research content,research significance and innovation.The second part reviews the literature of the MICE audience,and draws the shortcomings of the past research.The third part summarizes the results of literature review and proposed research hypothesis.The fourth part describe the basic situation of research sample.The fifth and the sixth part are the data analysis part,which is also the most important parts of the whole study.In the fifth part,through the analysis of the basic result reflected in the questionnaire question,analysis the audience's background of identity,which answered the question "who is the audience".In the sixth part,we analyze the motivation and influencing factors of the audience through the cross-comparison of the channels of information acquisition,the frequency of exhibitions visits and the motivitions of visits,answer the question "why audience come".In the seventh part,we use correlation analysis,factor analysis,structural equation modeling and multiple regression analysis,find the relationship between audience satisfaction factors and overall satisfaction assessment,answer "What is the satisfaction of the audience?" The eighth part and the ninth part summarize the results of the survey respectively,and point out the limitation and the prospect of future research.The study found that comprehensive exhibition audiences have very clear purpose and motivation for their commercial and job needs,while personal motivation is weak.Professional exhibition in contrast,personal motivation is more obvious.However,based on the data of both,we find that the interest in the theme of the exhibit itself has maintained a relatively high and stable proportion.In comparison with professional exhibitions,motivitions are more diverse due to their identity background.After further analysis,we found audience satisfaction factors can be refined into three main aspects: "display content","venue service" and "commercial convenience".In these three aspects,the audience gives commercial convenience and display content a higher score.In addition,the factors of commercial convenience do not have enough impact on the overall satisfaction.For the audience of exhibitions,the factors that affects the overall satisfaction are still the exhibition theme and content.This study has some innovations in the following aspects: Firstly,the study divides the exhibition into comprehensive exhibitions and professional exhibitions according to the contents,and selects the two most representative exhibitions in China as the objects for comparative analysis.Focusing on the similarities and differences between two types of exhibition audiences in terms of media contact behavior,identity attributes,motivation to visit,influencing factors of satisfaction and so on.Secondly,this study comprehensively applied MICE theory,communication theory,consumer behavior theory and marketing theory.In the end we discuss the way to meet the audience's motivation,stimulate the audience's desire and enhance the audience's satisfaction.This also have a certain innovation.