策展商聲譽、參展商滿意度與再參展意圖關聯性之研究

The relationships among organizers’ reputation, exhibitors satisfaction with re-exhibit intention

徐佩玲(Pei-Ling Hsu)

指導教授 ： 吳坤山

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2017年)

https://doi.org/10.6846/TKU.2017.00812

摘要

根據2015 年經濟部國際貿易局所做會展產業調查與規模評估結果報告，我國2015年會展總產值約為新臺幣 391 億元，對比 2014 年之會展總產值估算 368億元，則會展產業值年成長率為6.3%。換言之，會展產業具備三高(高成長潛力、高附加價值、高創新效益)、三大(經濟價值大、創造就業機會大、產業關聯大)的特性。
本研究目的主要探討策展商聲譽、參展商滿意度與再參展意圖之關聯性。本研究對象為2016 年參加由上聯國際展覽有限公司(策展商)策展的參展商，本研究採用立意抽樣之方式抽取樣本，總計發放300份問卷，回收樣本數為250份，扣除無效樣本20份後，有效樣本為230份，有效樣本回收率為92%。透過敘述性統計、及結構方程模型(Structural Equation Modeling, SEM)中之偏最小平方估計法(Partial Least Square, PLS)，進行信度及效度分析，其主要研究結果如下：
1. 策展商的聲譽顯著正向影響參展廠商再參展意圖。
2. 策展商的聲譽顯著正向影響參展廠商滿意度。
3. 參展廠商滿意度顯著正向影響參展廠商的再參展意圖。
4. 影響策展商聲譽之路徑以策展商的服務品質、經營績效、社會責任、創新能力、可靠性、吸引力為前因驅動因子，其中以策展商的服務品質影響最大其次為策展商的經營績效，而策展商的社會責任、創新能力、可靠性、吸引力則對策展商的聲譽無顯著影響。

關鍵字

策展商聲譽 ； 參展商滿意度 ； 再參展意圖

並列摘要

Abstract:
According to the survey in 2015, the ministry of economic affairs bureau for international trade, conference and exhibition industry and scale assessment report, Our convention and exhibition in 2015 total output value is about $39.1 billion, compared with 2014, the exhibition of output estimate of 36.8 billion ,the convention and exhibition industry value annual growth rate of 6.3%. In other words, the convention and exhibition industry should possess high-growth potential, high added value, high innovation benefits, and high employment opportunity, high output value and high industrial relations simultaneously.
The purpose of this research is to investigate the relationships among organizers’ reputation, exhibitors satisfaction with re-exhibit intention. The target participants in this study are the exhibitors who attending Top-Link International Exhibition Co., Ltd. in 2016. The sampling method adopted within this research is purposive sampling. Total 300 questionnaires were distributed and 250 copies returned. After removing the 20 invalid samples, there were 230 valid questionnaires remained so the effective response rate was 92%. Descriptive statistics, reliability, validity and partial least square from Structural Equation Modeling (SEM) methods were applied to examine the proposed research framework. After the empirical research, the major findings as follows:
1. The organizer’s reputation has a significantly positive effect on exhibitors’ re-exhibit intention.
2. The organizer’s reputation has a significantly positive effect on exhibitors’ satisfaction.
3. The exhibitors’ satisfaction has a significantly positive effect on re-exhibit intention.
4. The organizers’ reputation cause by the service qualities, operate effects, social responsibility, innovative, reliability and attractive. Service qualities and operate effects are both the determinants for organizers’ reputation. However, social responsibility, innovative, reliability and attractive have not significant effect on organizers’ reputation.

並列關鍵字

Organizers’ reputation ； exhibitors satisfaction ； re-exhibit intention

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