参展观众使用虚拟会展的影响因素
发布时间：2019-07-13 22:02
【摘要】：随着会展产业的快速发展和网络信息技术的不断进步,虚拟会展逐步成为会展产业发展的新兴热点,并日益受到社会各界的广泛关注。然而现有的理论研究往往聚焦于虚拟会展的实现技术层面,对于参展观众接受并使用虚拟会展的认知过程和影响因素还缺乏关注。本研究依托于理性行为理论和技术接受模型,提出了虚拟会展接受理论模型,并利用232份有效问卷数据对模型假设进行实证检验。研究发现,(1)参展观众的先前经验和主观规范将显著影响参展观众对虚拟会展的感知有用性,而经验和自我效能则显著影响参展观众对虚拟会展的感知易用性;(2)参展观众对虚拟会展的感知易用性与感知有用性存在显著正相关关系;(3)参展观众的先前经验、主观规范、感知有用性和感知易用性都对参展观众接受虚拟会展的行为意向有显著影响。
[Abstract]:With the rapid development of exhibition industry and the continuous progress of network information technology, virtual exhibition has gradually become a new hot spot in the development of exhibition industry, and has been paid more and more attention by all walks of life. However, the existing theoretical research often focuses on the technical level of the realization of virtual exhibition, and there is still a lack of attention to the cognitive process and influencing factors of accepting and using virtual exhibition by exhibitors. Based on rational behavior theory and technical acceptance model, this study puts forward a theoretical model of virtual convention and exhibition acceptance, and uses 232 valid questionnaire data to test the hypothesis of the model. It is found that: (1) the previous experience and subjective norms of the exhibitors will significantly affect the perceived usefulness of the exhibitors to the virtual exhibition, while the experience and self-efficacy will significantly affect the perceived ease of use of the virtual exhibition, (2) there is a significant positive correlation between the perceived ease of use of the virtual exhibition and the perceived usefulness of the exhibitors, while the experience and self-efficacy of the exhibitors will significantly affect the perceived usefulness of the virtual exhibition. (3) the previous experience, subjective norms, perceived usefulness and perceived ease of use of the exhibitors all have a significant impact on the behavior intention of the exhibitors to accept the virtual exhibition.
【作者单位】： 南开大学会展管理系;南开大学工业工程系;
【基金】：中央高校基本业务费项目(NKZXB1204)
【分类号】：F713.83
[Abstract]:With the rapid development of exhibition industry and the continuous progress of network information technology, virtual exhibition has gradually become a new hot spot in the development of exhibition industry, and has been paid more and more attention by all walks of life. However, the existing theoretical research often focuses on the technical level of the realization of virtual exhibition, and there is still a lack of attention to the cognitive process and influencing factors of accepting and using virtual exhibition by exhibitors. Based on rational behavior theory and technical acceptance model, this study puts forward a theoretical model of virtual convention and exhibition acceptance, and uses 232 valid questionnaire data to test the hypothesis of the model. It is found that: (1) the previous experience and subjective norms of the exhibitors will significantly affect the perceived usefulness of the exhibitors to the virtual exhibition, while the experience and self-efficacy will significantly affect the perceived ease of use of the virtual exhibition, (2) there is a significant positive correlation between the perceived ease of use of the virtual exhibition and the perceived usefulness of the exhibitors, while the experience and self-efficacy of the exhibitors will significantly affect the perceived usefulness of the virtual exhibition. (3) the previous experience, subjective norms, perceived usefulness and perceived ease of use of the exhibitors all have a significant impact on the behavior intention of the exhibitors to accept the virtual exhibition.
【作者单位】： 南开大学会展管理系;南开大学工业工程系;
【基金】：中央高校基本业务费项目(NKZXB1204)
【分类号】：F713.83
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