展覽區位和促銷方式對觀展者知覺利益及廠商展出績效之影響

The Effect of Exposition Location and Promotion Tactics on the Visitors' Perceived Benefits and Exhibitors' Performance

陳欽雨(Chin-Yeu Chen) ； 黃金山(Kin-Shan Huang)

《行銷評論》 8卷1期 (2011/03) Pp. 67-90

https://doi.org/10.29931/MR.201103.0003

摘要

爲探究展覽會效益的問題，本研究採用實驗設計混合問卷調查法，實證分析展場區位及促銷方式對觀展者知覺利益和廠商展覽績效之影響。本研究以實際展覽會現場進行實驗，設定展覽區位及促銷方式爲控制變數，觀展者知覺利益與廠商展覽績效爲依變數，針對24家廠商及456個觀展者進行施測及資料統計分析。研究發現：不同展場區位對觀展者知覺利益及廠商展覽績效具有顯著差異，並產生不同的行銷意涵。廠商採用不同的促銷組合之展覽績效亦具有差異，但對觀展者知覺利益卻不具有顯著的影響；此顯示廠商在行銷策略上除採用適當歡樂性方法外，重心仍應投入在產品與形象之提升。此外，觀展者知覺利益與廠商展覽績效之間亦具有顯著的正向關聯性，但對提升廠商知名度卻沒有明顯助益。觀展者功利性利益與展覽績效具有正向關聯性，但歡樂性利益僅與展出廠商吸引力績效具有顯著正相關。此乃由於傳統上展覽會大都重視吸引人潮，而效益的議題較不受重視。本研究首度透過實驗設計，建立影響展覽效益關係模型，並證實人潮與展覽效率並不對等，研究結果可作爲策展者與參展者評估及分析之參考。

關鍵字

展覽區位 ； 促銷方式 ； 知覺利益 ； 展覽績效

並列摘要

The study conducts an experimental design and questionnaire survey to explore the influences of exposition location and promotion tactics on the visitors' perceived benefits and exhibitors' performance. There are 24 exhibitors and 456 visitors chosen as samples for conducting experimental design and data analysis. The results indicate that exposition location significantly affects the visitor's perceptive benefits and exhibition performance. Besides, the promotion mix may influence the exhibition performance but cannot affect visitor's perceptive benefits. It implies that exhibitor should focus on promoting the image of company and its products first, and then consider the application of effective promotion tactics. There is significantly positive relationship between visitor's perceptive benefits and exhibitor's exhibition performance, but it does not help to promote the fame of company. Moreover, visitor's hedonic benefit is also positively correlated to the attractiveness of company. The reason is that traditionally, exhibitors only concern on the number of visitors to expose rather than the effectiveness of exposition. The study firstly adopts experiment design to confirm that a crowd of participants is not equivalent to the effectiveness of exposition. The finding can be a reference for organizers and exhibitors to assess their exhibition decisions.

並列關鍵字

exposition location ； promotion tactics ； perceived benefits ； exhibition performance

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