摘要：随着互联网信息科技的不断提升，会展产业也在疾速发展中，如今虚拟会展已经逐渐成为会展业开拓的新兴热点，并越来越受到社会的广泛聚焦。但是在实际发展中，相关主办方缺乏对观众参展决策行为的深入认识和准确把握，宣传不到位、展会定位模糊、运作模式不清晰。本文通过使用统计学和会展学相关知识调查研究，运用资料的收集整理、查阅文献、分析论证等基本的技能，对观众参加虚拟展会的决策影响因素进行了研究，发现影响观众参加虚拟展会的决策因素有四方面，分别为虚拟展会的质量、各方知名度、举办网站的质量和观展观众内在因素。结合虚拟展会的运作现状及本文的研究结果，提出一些完善建议，使得虚拟展会得到更好的发展。

关键词：虚拟会展；参展决策；影响因素

Research on the Influencing Factors of Decision Making for Audience Participating in Virtual Exhibitions

Abstract ： With the rapid development of the exhibition industry and the continuous advancement of network information technology, the virtual exhibition has gradually become a new hot spot for the development of the exhibition industry, and it has increasingly attracted widespread attention from all sectors of society. However, in the actual development, the relevant  organizers  lack  a  thorough  understanding  and  accurate  grasp  of  the      audience'sparticipation  decision-making  behavior.  In  addition， the  promotion  is  not  in  place,    the positioning of the exhibition is ambiguous, and the operation mode is not clear. In this paper, through the use of statistics and research related to exhibitions, the use of data collection and collation, access to literature, analysis and argumentation and other basic skills, the impact of audience participation in the virtual exhibition of the decision factors were studied, found that

there are four factors affect the audience to participate in the virtual exhibition decision-making：

namely, the quality of the virtual exhibition, popularity, the function of hosting platform, and the internal factors of the audience. Combined with the current status of virtual exhibition and the research results of this paper, some suggestions are put forward so as to make the development of virtual exhibition get better.

KeyWords：Virtual Exhibition；Participation decision-making；Influential factors

目 录

一、 绪论 1

(一) 研究背景 1

(二) 研究目的与意义 1

1、研究目的 1

2、研究意义 2

(三) 研究方法及框架 2

二、 理论基础及文献综述 3

(一) 会展相关概念 3

1、虚拟会展 3

2、观展决策 3

(二) 消费者决策理论及模型 3

1、Kotler行为选择模型 3

2、Nicosia模型 4

3、Howard—Sheth模型 4

(三)