知覺風險對服務業展覽行銷知覺與衝動性購買行爲關係之干擾效果

The Moderating Effect of Perceived Risk on the Relationship between Perception of Exhibition Marketing of Service Industry and Impulsive Buying Behavior

李培銘(Pei-Ming Lee) ； 邱惠貞(Hui-Chen Chiu)

《服務業管理評論》 6期 (2008/12) Pp. 67-80

https://doi.org/10.29858/SIMR.200812.0005

摘要

服務業廠商參加國際展覽，以期提供一個與消費者直接溝通的傳播平向，並帶來數倍甚至數十倍的交易商機，對廠商而言，在國內外競爭日益激烈的情況下，參加國際展覽成爲國際商務的重要年度盛事。然而，消費者在參觀國際展覽時所產生的消費行爲，是否出自於自理性的決策，或可能是受到在國際展覽過程中所產生知覺的影響，而發生衝動性購買行爲，會否事後懊悔不己，衍生對廠商負面的評價，傷害廠商的名譽與形象，這些現象目前並無實證研究加以完美說明，本研究目的試圖從服務業國際展覽的角度，以探討展覽行銷知覺與衝動性購買行爲間之關係，並探討知覺風險對其關係之干擾效果，以彌補現有理論之不足。本研究以調查法蒐集研究所需資料，共發出300份問卷，有效回收問卷爲262份，以層級迴歸分析檢定研究假設。研究結果發現展覽行銷知覺與衝動性購買行爲間呈現顯著正向關係。並且知覺風險對展覽行銷知覺與衝動性購買行爲問之關係具有干擾效果。最後，根據研究結果提供未來研究與管理實務之建議。

關鍵字

知覺風險 ； 展覽行銷知覺 ； 衝動性購買行爲

並列摘要

Past researches showed that international business attended international exhibition to promote product to customer is very important for international commerce. But no empirical study explained the relationship between perception of exhibition marketing and impulsive buying behavior. Also there was no empirical study explained the moderating effect on the relationship between perception of exhibition marketing and impulsive buying behavior. This paper aimed to investigate the moderating effect and the relationship between perception of exhibition marketing and impulsive buying behavior. Two hundred and sixty-two matched data were analyzed to test the research hypotheses. The result showed that perception of exhibition marketing was positively related to impulsive buying behavior. Also the result showed that perceived risk had the moderating effect on the relationship between perception of exhibition marketing and impulsive buying behavior. Finally, implications of these findings and suggestions for future research were discussed.

並列關鍵字

perceived risk ； perception of exhibition marketing ； impulsive buying behavior