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### 重大事件网络演绎中浏览者感知态度、评价及其影响——以上海网络世博会为例

1. 安徽师范大学旅游学院, 安徽 芜湖 241003
• 收稿日期:2011-09-20 修回日期:2012-01-10 出版日期:2012-05-20 发布日期:2012-05-20
• 作者简介:

作者简介：王朝辉（1970-）,男,安徽颍上人,副教授,博士研究生,主要从事旅游管理、会展与重大事件旅游教学与科研工作。E-mail： huayuan002@126.com

• 基金资助:
国家自然科学基金（40771059）、安徽高校省级人文社科重点研究基地项目（2010sk117）资助

### Browsers’ Perceived Attitude, Evaluation and the Impact on Network Deduction in Mega Event: A Case Study of 2010 Shanghai Network World Expo

Chao-hui WANG(), Lin LU, Qiao-yun XIA, Ling-yu LIU

1. Tourism College, Anhui Normal University, Wuhu, Anhui 241003, China
• Received:2011-09-20 Revised:2012-01-10 Online:2012-05-20 Published:2012-05-20

Abstract:

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’ survey data in 2010 Shanghai Network World Expo and constructs the measurement model of mega-event network tourists’ perceived attitude. The SEM is constructed to explore the relationship between network browsers’ 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 hedonic dimension; the perceived attitude of the female is higher than that of male in both dimensions; the perception 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 perceived evaluation is the intermediate variable between the network tourists’ perceived attitude and their behaviors. The network tourists’ perceived attitude indirectly influences the tourists’ network behaviors and behavioral intentions to the Expo through their perceived evaluation. 4) The hedonic dimension in the network tourists’ 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.

• F592.99