上海市居民對(duì)品牌展會(huì)的影響感知與支持度親系研究——以上海國(guó)際工業(yè)汽車展為例

1、 Abstract Shanghai Normal University Master of PhilosophyIIAbstractAs the National Exhibition and Convention Center (Shanghai) is completed andput into use, Shanghai has become a city with the largest area of hall, the

2、largestnumber of exhibition and the largest area of exhibition in the world.Shanghaivigorously promotes the “exhibition with brand“ and “excellent exhibition“.Theexhibition with brand has high visibility, exhibits more t

3、han 2 million square metes,and it has more than 20% foreign exhibitors,while overseas visitors will reach 4%.Thecontent exhibited is professional and authoritative,the exhibition service has standards,the relevant suppor

4、ting facilities are perfect, the scope of influence is very wide.Residents' perceptions and attitudes about exhibition is one of the main factors ofsuccessful events.Based on this background,this paper chooses the mo

5、st representative ofexhibition with brand -- Shanghai auto show as the research object.This paper usesmany methods,such as the questionnaire, factor analysis, ANOVA analysis, structuralequation modeling and so on.Aimed a

6、t understanding of residents’ perception ofimpact on Shanghai Auto Show and support for it, and the relationship between thetwo, this paper put forward countermeasures and suggestions to enhance the positiveimpact of the

7、 show, weaken the negative impact of the show, and enhance residents’support degree of the show.This paper is divided into five chapters.The first chapter describes thebackground and significance of this research, and cl

8、early determines methods andideas of this research;In the second chapter related concepts (resident perception andattitudes, brand exhibition)are elaborated and defined,the related theories (socialexchange theory and pro

9、spect theory) are introduced,and related research aboutperception of impact on the exhibition activities of home and abroad werereviewed;The third chapter is about the design of Shanghai residents' impact on theauto

10、show relationship between perception and support .Firstly, the development ofShanghai show with brand is analyzed,the Shanghai Auto Show is determined as theobject.Secondly,the questionnaires are designed,distributed,col

11、lated and analyzed,andtwo big factors are abstracted from the perception of the Shanghai auto exhibition ofeffect:income perception and cost perception.Thirdly,the different demographiccharacteristics of residents if the