展台场景设计对展览会观众行为的影响研究  

A Study on the Impacts of Boothscape Design on Trade Show Attendees' Behaviors

作　　者：王春雷[1] 汪祥 

机构地区：[1]上海对外经贸大学会展与旅游学院,上海201620

出　　处：《旅游论坛》2018年第1期1-17,共17页Tourism Forum

摘　　要：展台场景是一种特殊服务下的场景,通过研究展台场景中哪些要素对展览会观众的行为有显著影响以及影响观众行为的内在机制,有利于参展商对展台进行合理设计,以提高其参展效果。基于S-O-R(刺激-机体-反应)模型,通过构建结构方程模型,探讨了展台场景、展览会观众内在反应与展览会观众行为之间的内在关系。研究发现:(1)观众内在反应在展台场景与观众行为之间充当部分中介作用;(2)展台场景由有形环境、工作人员、展台活动和展品4部分构成,观众对无形氛围这一要素感知不显著;(3)工作人员直接影响观众的参观意愿行为和互动程度行为;(4)相对于其他展台要素,展品对观众内在反应的影响最大,接着是有形环境、展台活动和工作人员;(5)情感反应对观众购买倾向的影响要强于认知反应。Boothscape is a kind of service scenario on special occasions.The research discussed prominent factors on Attendees＇ behaviors and ways to influence Attendees＇ behaviors.Based on S-O-R（StimulusOrganism-Response）model,this research further discussed the relations between boothscape,Attendees＇ inner response and their behaviors on exhibition.The research finds that：（1）Attendees＇ inner response serves as mediation partially between boothscape and Attendees＇ behaviors;（2）The boothscape is composed of physical environment,staffs,booth activities and exhibits excluding intangible atmosphere;（3）Staffs exert a direct influence on Attendees＇ will and interaction during visiting the show;（4）Exhibits affect Attendees＇ inner response most,followed by physical environment,booth activities and staffs;（5）Attendees＇ purchasing will is more influenced by affective response than cognitive response.

关 键 词：展台场景 内在反应 观众行为 S-O-R模型 

分 类 号：F590.8[经济管理—旅游管理]