参展观众推—拉动机与忠诚度的机制研究——基于首次与非首次观众的比较

The Internal Mechanism of Exhibition Attendee’s Push-Pull Motivation and Loyalty——A Comparison Between First-Time and Repeat Attendees

会展业在拉动城市经济增长、提升城市形象和知名度等方面具有重要意义。本研究以深圳文博会为例,利用结构方程模型探讨观众的参展推、拉动机对认知、情感和意动忠诚度的内在作用机制,并且对首次和非首次参展观众间的异同进行分析。结果显示:(1)推动机显著影响意动忠诚度;(2)拉动机显著影响认知忠诚度和情感忠诚度;(3)首次与非首次观众的认知—情感—意动忠诚度模型呈现不同的规律。最后,本文针对所得结果进一步探讨相关的理论意义和实践举措。

The exhibition industry plays an important role in promoting urban economic growth and enhancing urban image and popularity.Taking Shenzhen CICIF as an example,this study uses structural equation model to explore the internal mechanism of audience’s push and pull motivation on cognitive,affective and conative loyalty,and compares the differences between first-time and non-first-time audience.The results indicate that(1)push motivation significantly affects the conative loyalty;(2)pull motivation significantly affects the cognitive loyalty and affective loyalty;(3)the cognitive-affective-conative loyalty models of the first and repeat attendees show different patterns.Finally,this paper further discusses the relevant theoretical significance and practical measures based on the results.