会展网络营销是会展企业整体战略的重要组成部分，是为实现企业总体经营目标所进行的，以互联网信息技术为基础手段，进而营造网上经营环境的各种活动；网络口碑营销则是指企业在建立品牌的过程中，将口碑营销与网络营销有机结合起来的一种新的营销模式。本研究首先对相关文献进行回顾，介绍网络口碑与品牌形象相关研究，进而构建网络口碑、品牌形象与购买意愿在会展营销的研究模型，并通过问卷发放进行调查，再经过SPSS24.0对问卷进行描述性统计分析、信度效度分析、相关分析、回归分析、方差分析以得出结论：第一，网络口碑对购买意愿有显著正向影响；第二，品牌形象对购买意愿有显著影响不成立；第三，不同年龄对购买意愿有差异，并依此结论提出建议暨后续研究方向。

关键词：网络口碑、品牌形象、购买意愿、会展营销

MICE network marketing is an important part of the overall strategy of exhibition enterprises. These activities aim to achieve the overall business objectives of the enterprise basing on Internet information technology and creating an online business environment. Internet word-of-mouth marketing means a new marketing model combining word-of-mouth marketing and network marketing in the process of establishing business brand. This article first reviews the relevant literature, introduces researches related to Internet word-of-mouth and brand image, and construct a research model of Internet word-of-mouth, brand image, and purchase intention in MICE marketing environment. Surveys were conducted through questionnaires and the descriptive statistical analysis, reliability and validity analysis, correlation analysis, regression analysis, and analysis of variance were performed by SPSS 24.0. The conclusion was drawn: First, Internet word-of-mouth has a significant positive effect on purchase intention; Secondly, brand image does not significantly affect purchase intention; Thirdly, different ages have different purchase intentions. Suggestions and future research were put forward according to the conclusions.

Keywords: Internet Word-of-mouth, Brand Image, Purchase Intention, MICE Marketing