汽车博览会观众忠诚度驱动因素实证分析——以第十八届杭州西博车展为例  

Research on the Driving Factors of Audience Loyalty of Auto Expo:An Example of the Eighteenth Hangzhou West Lake Expo Auto Show

作　　者：张小群 陈德仙[1] ZHANG Xiaoqun;CHEN Dexian(Zhejiang Normal University,Jinhua,Zhejiang,321004,China)

机构地区：[1]浙江师范大学,浙江金华321004

出　　处：《浙江树人大学学报》2018年第4期35-41,共7页Journal of Zhejiang Shuren University

摘　　要：在ACSI模型基础上建构汽车博览会观众忠诚度驱动因素理论模型,以第十八届杭州西博车展的1 000个观众为样本,运用结构方程模型实证分析汽车博览会观众忠诚度驱动因素,得出以下结论:汽车博览会观众忠诚度受到两类因素的复杂驱动,观众满意度与观众抱怨是显著驱动观众忠诚度的直接因素,而品牌形象、观众期望、感知质量与感知价值则通过不同路径间接驱动观众忠诚度。最后提出相关建议,希冀提升西博车展以及同类车展的观众忠诚度。Based on the ACSI model,this paper constructs the theoretical model of the driving factors of audience loyalty of auto expo. Taking the 1 000 audiences of the Eighteenth Hangzhou West Lake Expo Auto Show as the sample,the structural equation model is used to empirically analyze the driving factors of auto expo audience loyalty. It concludes that audience loyalty of auto expo is complicatedly driven by two types of factors. Audience satisfaction and audience complaints are the direct factors that significantly drive audience loyalty,whereas brand image,audience expectation,perceived quality and perceived value indirectly drive audience loyalty through different paths. Finally,relevant countermeasures and suggestions are proposed to improve audience loyalty of the Hangzhou West Lake Expo Auto Show.

关 键 词：汽车博览会 观众忠诚度 驱动因素 西博车展 

分 类 号：F416.471[经济管理—产业经济] F713.83