绿色展会的认知路径及支付意愿研究——基于参展商视角

Research on the Awareness towards and Willingness to Spend on Green Events:An Analysis from the Exhibitors' Perspective

绿色展会(green event)因关注环境产出、能给参与者带来全新的参展体验并形成新的吸引力而备受关注,但参展商对绿色展会的认知路径及支付意愿尚存争议。文章基于参展商视角,调研了908份有效样本,采用双边界二分式引导技术问卷和结构方程模型,定量研究受访者对绿色展会理念的认知路径及支付意愿。研究显示:(1)样本总体对绿色展会理念的认知、参与度和感知价值存在三维架构关系,且参与度处于三维架构关系的核心;(2)同意-同意支付概率下,受访者对绿色展会理念具有稳健的支付路径,且感知价值处于路径核心;(3)抗议支付概率下,受访者认可绿色展会理念,具有一定的感知价值,但认知存在责任推诿和环境价值漠视的偏差;(4)经Logit模型计算,受访者对绿色展会理念的平均支付意愿为105.6275元/人~*a^(-1),最高投资限额为588.3452万元,倘若超过这一限额,将可能激起较多的抗议响应。

Green Events focus on environmental output. They provide a totally new experience to the public and, due to their innovative attraction power, can also receive widespread attention. However,the exhibitors’ awareness and willingness to spend on green events remains to be controversial. This research analyses 908 surveys, based upon the perspective of exhibitors, through a double-bounded dichotomous-choice orientation and a structural equation model(SEM) which quantitatively assess the awareness and willingness to spend of the respondents. The research threw the following results:(1)There is a three-dimensional structure relationship among the respondents regarding awareness,attendance and the perceived value of green events;there is also a strong correlation between awareness and attendance, which indicates that the respondents correct awareness of greens events will significantly increase the willingness to attend and, at the same time, a good experience will further deepen the level of awareness. Secondly, attendance has a major effect on the improvement of the perceived value, a fact which shows that the respondents can have a series of unique experiences while attending and experiencing green events, which can further significantly enhance the perceived value.The attendance degree occupies the very core of the three-dimensional architectural relationship of this sampling model.(2) Upon the probability of agreeing and being willing to spend, respondents have a pretty solid willingness to spend on the green event concept, and there is still a significant interaction between awareness and attendance. This shows that the participants who agree with the probability of attending are more motivated and likely to become loyal participants of these events. Secondly, the relationship between attendance and perceived value shows that a unique experience while attending the green event can significantly enhance the perceived value, and the effect becomes more solid.Finally, when the perceived value improves, respondents are more willing to spend on the green event,showing that, on the group of respondents considered as a whole, the perceived value of the Green Event enjoys high recognition, and thus are willing to spend more on a green concept. Upon the probability of agreeing and agreeing to spend, the perceived value lies at the core of the path.(3) Under the probability of protesting against spending, the respondents acknowledge that there is a certain perceived value on the concept of green event, and that this perceived value is realized through passive attendance. This research findings further reveal the potential motivation to withhold expenditures due to 'income restrictions'and 'institutional inadequacy', that is: the respondents actually attended the green event and confirmed their perceived value, but refused to spend either due to economic reasons or because of institutional blockages.(4) According to the Logit model calculation, the average willingness of respondents to spend on a green event concept was RMB 105. 6275/person *a-1. The maximum investment amount was RMB 588. 3452 million, a limit which, if exceeded, may arise more protests.