The Influence Of Audience’s Perception Of Media Coverage And Their Intention To Participate In The Exhibition

With the continuous progress of science and technology,people have more and more channels to obtain information,and the cost of obtaining information is also increasingly reduced.Among these,media reports are also increasingly enriched and permeated into the daily life of the public with the progress of science and technology.At the same time,as one of the rapidly developing industries in recent years,the exhibition industry has attracted social attention for its rich exhibition types,forms and influences.Therefore,media reports on the exhibition are increasingly rich.From the current literature,on the one hand,official media reports and we media reports,as the media reports with the largest audience,have significant differences in the characteristics of media reports perceived by the public.On the other hand,from the perspective of media reports,the research on the influence of audience will is mostly seen in the tourism field,namely the consumption field,while there are few studies on related issues in the exhibition field.Therefore,this paper carries out relevant research on the impact of the differences in media reports perceived by audiences on their intention to participate in the exhibition.This paper takes the 17th China International Cartoon and Animation Festival as an example to sort out and summarize the research contents related to media coverage and its differences,audience perception and intention,as well as THE SOR model and prospect theory.According to relevant literature and theories,five variables,namely,the difference in media reports perceived by visitors,the quality of exhibition perception,the value of exhibition perception,the trust of exhibition perception and the willingness of visitors to participate in the exhibition,are summarized.The structural equation model of exhibition intention is influenced by three variables:exhibition perceived quality,exhibition perceived value and exhibition perceived trust.In the aspect of questionnaire design,this paper has modified the maturity scale in previous studies according to the actual situation.After the questionnaire data were collected successfully,SPSS23.0 and AMOS24.0 were used to conduct relevant data analysis,including reliability and validity analysis,path analysis,mediation effect analysis,etc.Through empirical research,the following conclusions are drawn :(1)the differences in media reports perceived by audiences have a significant negative impact on their intention to participate in the exhibition;(2)The media reports of visitors’ perception have a significant negative impact on their perceived quality,perceived value and perceived trust of the exhibition;(3)Exhibition perceived quality,exhibition perceived value and exhibition perceived trust have a significant positive effect on visitors’ willingness to participate in exhibitions;(4)Exhibition perceived quality,exhibition perceived value and exhibition perceived trust play a mediating role respectively between the differences in media reports perceived by visitors and their intention to participate in exhibitions.The research results show that the smaller the differences between the media reports perceived by the audience,the higher the perceived quality,perceived value and perceived trust of the exhibition,and the higher their intention to participate in the exhibition.Organizers or enterprises of cultural exhibitions should pay more attention to the dynamics of we-media reports related to exhibitions,enrich the forms and contents of official media reports,and timely respond to the controversial points in we-media reports through official media,so as to improve the willingness of visitors to participate in exhibitions.