影響展覽產業績效衡量之關鍵成功因素探討：以台灣推動會展產業為例的實證研究

本研究乃探討影響展覽產業績效衡量之關鍵成功因素，可作為台灣推動展覽產業績效研究上的衡量因素，績效衡量具有兩個效用，第一是可作為清楚地描述現在與過去情況的工具，第二是可用在制定績效目標，以作為未來管理的依據。回顧會展產業之相關研究，發現鮮少學者是單純將績效衡量套用在展覽產業身上的學術研究，對於展覽產業績效衡量之基本構面缺少了可以參考的文獻，無法掌握正確的方向且無法有一個具體的測量參考。本次研究對象分成為質性與量化研究兩部份，質性部份以設計問卷訪談方式進行，以國內進行會展產業專業人員職能訓練的盈豐資訊科技有限公司為訪談對象進行資料收集，而量化部份則是以2023年台北國際工具機展覽（2023 TIMTOS）為對象。這次展覽一共共有748家台灣參展商參展，我們採用隨機抽樣方式，選取半數以上參會者作為受訪者，並以展覽產業之從業相關人員及參展廠商、職員為研究對象進行問卷調查樣本，我們一共發放了375 份問卷，問卷回收342份，問卷回收率約為91.2%，其中有19份因填寫不完整有多題未填答或是填寫答案同一個答案，所以被視成為無效之問卷，實際有效之問卷一共為323份，問卷有效之回收率約為86.1%，經文獻回顧相關理論後，以結構方程模式進行分析，研究結果顯示：「展覽館軟硬體設施」、「策展單位行銷實力」、「展覽館週遭環境資源」、「展覽從業人員知識與技能」、「綠色採購實踐」五大構面，經由模型各構面間路徑進行相關驗證，研究結果皆為正向顯著影響，因此，可作為在展覽績效研究上的衡量因素，並成為展覽人員所需具備的專業職能之參考，及藉由綠色採購的實施，來強化對會展產業的推動價值與意義。藉由本研究建立的展覽產業績效衡量方式可得知衡量的關鍵因素，進而從各構面關係中尋求出有用的資訊，提供公部門整合利害關係人對展覽產業發展之參考，並期盼引起政府的重視，能關心及主動改善展覽產業的環境。

關鍵字

展覽產業；專業職能；綠色採購實踐；內容行銷；績效衡量

並列摘要

This study is to construct the “ Key Success Factors Affecting the Exhibition Industry Performance”, which can be used as a key success factors of Taiwan promote exhibition industry performance research. Performance measurement has a utility. The first is a tool that can clearly describe the current and past conditions. The second is Can be used to set performance targets as a basis for future management. Looking back at the related research of the exhibition industry, it is found that few scholars simply apply the performance measurement to the academic research of the exhibition industry. The basic structure of the performance measurement of the exhibition industry lacks the literature that can be used for reference, and cannot grasp the correct direction and cannot have a Specific measurement standards. This research object is divided into two parts: qualitative and quantitative research. The qualitative part adopted the case study method and was conducted through designed questionnaire interviews. The interviewees Data collection was conducted with Ying Feng Information Technology Co., Ltd. Which conducts functional training for professionals in the exhibition industry in China, as the interviewee. A questionnaire survey of exhibition industry professionals, exhibitors, and their employ-ees was conducted， this study at the 2023 Taipei International Machine Tool Show (2023 TIMTOS). This show had 748 Taiwanese exhibitors, and the random sampling method was used to select more than half of these exhibitors as respondents. We distributed 375 questionnaires and received 342 completed questionnaires， Through the literature discussion, Structural equation modeling was employed for analyzing the collected data， the study developed five major aspects of The exhibition hall facilities marketing skills of organizers, environmental resources near the exhibition hall, , knowledge and skills of exhibition industry professionals, and implementation of green procurement were all discovered to have significant positive effects on exhibition performance. Through the relevant verification of the paths between the various facets of the model, the research results are all positive and significant. Therefore, it can be used as a measurement indicator in the exhibition performance research and a reference for the professional functions that exhibition personnel need to possess, and through the green The implementation of procurement to strengthen the value and significance of promoting exhibition industry. Through the exhibition industry performance scale established in this study, we can learn the standards and factors of measurement, and then seek useful information from various facet relationships, and provide public sector integration stakeholders to refer to the development of the exhibition industry, and look forward to the government. Pay attention to and care for and actively improve the environment of the exhibition industry.