【摘要】：隨著會展產(chǎn)業(yè)的快速發(fā)展和網(wǎng)絡(luò)信息技術(shù)的不斷進(jìn)步,虛擬會展逐步成為會展產(chǎn)業(yè)發(fā)展的新興熱點(diǎn),并日益受到社會各界的廣泛關(guān)注。然而現(xiàn)有的理論研究往往聚焦于虛擬會展的實(shí)現(xiàn)技術(shù)層面,對于參展觀眾接受并使用虛擬會展的認(rèn)知過程和影響因素還缺乏關(guān)注。本研究依托于理性行為理論和技術(shù)接受模型,提出了虛擬會展接受理論模型,并利用232份有效問卷數(shù)據(jù)對模型假設(shè)進(jìn)行實(shí)證檢驗。研究發(fā)現(xiàn),(1)參展觀眾的先前經(jīng)驗和主觀規(guī)范將顯著影響參展觀眾對虛擬會展的感知有用性,而經(jīng)驗和自我效能則顯著影響參展觀眾對虛擬會展的感知易用性;(2)參展觀眾對虛擬會展的感知易用性與感知有用性存在顯著正相關(guān)關(guān)系;(3)參展觀眾的先前經(jīng)驗、主觀規(guī)范、感知有用性和感知易用性都對參展觀眾接受虛擬會展的行為意向有顯著影響。
[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.
【作者單位】： 南開大學(xué)會展管理系;南開大學(xué)工業(yè)工程系;
【基金】：中央高校基本業(yè)務(wù)費(fèi)項目(NKZXB1204)
【分類號】：F713.83

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本文編號：2514319