台北國際自行車展覽會之顧客體驗行銷與體驗價值關係之研究

A Research on the Relationships between Customer Experiential Marketing and Experiential Value in Taipei International Cycle Show

陳朝鍵(Chao-Chien Chen) ； 李明仁(Ming-Jen Li)

《休閒事業研究》 10卷1期 (2012/03) Pp. 30-40

https://doi.org/10.6746/LIR.201203_10(1).0003

摘要

會議展覽產業提供相關業者交流及創造商機之外，也給予餐旅、運輸、零售、印刷、娛樂、廣告、設計與裝潢等相關產業帶來相當可觀的經濟效益。本研究以參加2010年台北國際自行車展覽會之顧客為研究對象，現場以便利抽樣，發出650位顧客進行問卷調查，結果回收問卷共622份，回收之有效問卷共602份，有效問卷比例達95.0%。研究之主要目的在探討顧客對該展覽體驗行銷與體驗價值願之關係，研究假與結果呈現出具有高度相關顯著。

關鍵字

展覽 ； 體驗行銷 ； 體驗價值

並列摘要

The Convention and Exhibition Industry provides the commerce and crates the commercial opportunities to related industries. It also brings to significantly economic benefits to hospitality, transportation, retailing, printing, entertainment, advertising, design and decoration as well as other related industries. The research uses the customers be the objective sample who participate the 2010 Taipei International Cycle Show and on-site 650 questionnaires survey. Total 622 questionnaires were collected, 20 questionnaires were incomplete, which resulted in their deletion. The effective questionnaires were 602 and response rate was 95%. This purpose of this study investigates the relationship between experiential marketing and experiential value on customer in 2010 Taipei International Cycle Show. The results indicated both of them have the significant relationship.

並列關鍵字

conventional and exhibition industry ； experiential marketing ； experiential value