Browsers＇ Perceived Attitude, Evaluation and the Impact on Network Deduction in Mega Event： A Case Study of 2010 Shanghai Network World Expo
The study on mega-event and its impact are the focuses of geography of tourism and tourism science while the study on consumer behavior is the important aspect of behavioral geography. As a new deduction form, Shanghai Network World Expo offers a new research object and field for the academic study on mega-event impact. Based on the SPSS18. 0 and AMOS17.0, the article makes an analysis on browsers＇ sur- vey data in 2010 Shanghai Network World Expo and constructs the measurement model of mega-event net- work tourists＇ perceived attitude. The SEM is constructed to explore the relationship between network brows- ers＇ perceived attitude and evaluate the impact on their behaviors. The result shows that： 1） The utilitarian and hedonic dimensions are the two measurement dimensions to construct the network tourists＇ perceived attitude. 2） In general, network tourists＇ consuming perceived attitude is strong, with the ten measurement indicators reaching the satisfying level; network tourists＇ perception of utilitarian dimension is stronger than that of he- donic dimension; the perceived attitude of the female is higher than that of male in both dimensions; the per- ception of utilitarian dimension of the unmarried group is higher than that of married group; tourists who have visited the expo have much higher perception of utilitarian dimension than＇ those who have not yet. 3） The per- ceived evaluation is the intermediate variable between the network tourists＇ perceived attitude and their behav- iors. The network tourists＇ perceived attitude indirectly influences the tourists＇ network behaviors and behav- ioral intentions to the Expo through their perceived evaluation. 4） The hedonic dimension in the network tour- ists＇ consuming perception attitude has a direct and significant impact on their behaviors and intentions to the Expo while the impact of utilitarian dimension is not obvious. The study greatly expands the research filed and empirical applications in tourists＇ consumption behavior theory and method, and will have a certain theoretical and practical significance for the sustainable development and marketing of international mega-event tourism in China.
mega-eventNetwork World Expoperceived attitudebehavioral impact
NETL
NSTL
万方数据
维普
