基于结构方程模型的新疆农产品交易会参展商满意度影响因素研究

On Satisfaction Impact Factors of Exhibitors of Xinjiang Agricultural Trade Fair Based on Structural Equation Model

举办农产品交易会可提高农产品知名度,促进农民增收,而参展商满意度是衡量展会实效的一项重要评价指标。本文基于参展商的视角,采用结构方程模型量化研究方法,构建新疆农产品交易会满意度模型以探讨参展商满意度影响因素。研究结果表明,参展预期、感知质量、价值感知、行业环境、顾客忠诚度对满意度存在正影响,同时各要素之间也存在影响关系。今后可通过提高新疆农产品交易会服务质量、提升交易会的经济价值和社会价值、加强展会市场秩序管理等途径提高交易会参展商满意度。

The exhibition of agricultural products has become an important measure to promote farmers’ income,and the satisfaction degree of exhibitor usually used as an important index to measure the effectiveness of the exhibition. This paper uses structural equation model method to build agricultural products trade fair satisfaction model in Xinjiang and explore the exhibitors’ satisfaction impact factors. SPSS23.0 software has been used to analyze the questionnaire reliability and validity and the AMOS24.0 has been applied to analyze the structural equation model and related inspection. At last,The analysis results show that the exhibition expected awareness,perceived quality,value,industry environment,and has positive influence on customer loyalty to the satisfaction,at the same time,each factor also affects the relationship between each other. Finally development suggestions have been proposed which consists of improving the quality of service,promoting the economic and social value of the exhibition,and strengthening the market order management to improve the satisfaction of agricultural products trade fair in Xinjiang.