觀展者動機與觀展績效關係之研究－以品牌忠程度為干擾變數

An Empirical Study of the Relationship between Visitor’s Motivation and Visiting Performance -- Brand Loyalty as a Moderator

莊世杰(Shih-Chieh Chuang) ； 黃千容(Chien-Jung Huang) ； 黃淑花(Shu-Hua Huang)

《商業現代化學刊》 8卷1期 (2015/06) Pp. 67-89

https://doi.org/10.6132/JCM.2015.8.1.05

摘要

本研究以觀展者動機對觀展績效之影響進行研究，並以品牌忠誠度為干擾變數，以瞭解影響觀展者與參展商互動關係之因素。研究以問卷調查的方式，在商展現場針對觀展者進行面對面訪談，所得資料以階層迴歸進行統計分析。研究結果，最受重視的觀展動機為關係承諾；觀展者的資訊需求、層級水準與關係承諾，對其尋求合適供應商及產品採購之績效目標具有正向影響；此外，品牌忠誠度對觀展動機與觀展績效具有干擾效果。研究結果建議，參展商可活用溝通通絡、善用網路功能以增加互動等，適時地提供買者資訊；對不同層級水準之觀展者，採取不同的因應策略，在互動關係上賦與消費者安全、信用、保證、持續性等的認知意識，以加強相互的關係承諾。同時，善用品牌行銷的功能，強化觀展者的品牌認知，以增加其品牌忠誠度，提高其尋求合適供應商及產品採購之績效目標。

關鍵字

商展 ； 觀展者 ； 觀展績效 ； 品牌忠誠度

並列摘要

This study investigates the relationship between show visitors’ motivation and visiting performance, and adds brand loyalty as moderator in order to understand the interaction between visitor motivation and visiting performance. This study conducted a face to face questionnaire survey at the Expo site for the show visitors. The collected data was analyzed by hierarchical regression statistic. The result shows that the most important motivation for visiting is relationship commitments. The information need, job level and relationship commitment has a positive impact on visiting performance of seeking approiate supplier and product procurement. Additionally, brand loyalty plays a moderation role between visitors’ motivation and visiting performance. The results suggest that exhibitors can utilize to communicate through the network and use the Internet to provide buyers information and increase the interaction in a timely manner. The exhibitors also need to adopt different coping strategies towards show visitors with different job level to confer consumer safety, credit, guarantees, and other persistent cognitive awareness to strengthen the mutual relationship commitment. Meanwhile, it is necessary to utilize brand marketing by strengthening brand awareness and increasing their brand loyalty to improve their search for appropriate suppliers and product procurement performance targets.

並列關鍵字

Trade show ； Show visitor ； Visiting performance ； Brand loyality