探討樂齡輔具展主辧商之商機與參觀者動機

Explore the Organizers Business Opportunities and Visitors' Motivations in the Elderly Assistive Technology Exhibition

夏發凡(HSIA FA-FAN)

指導教授 ： 方進義

國立臺灣師範大學/運動與休閒學院/樂活產業高階經理人企業管理碩士在職專班/碩士(2022年)

https://doi.org/10.6345/NTNU202201479

摘要

摘要
本研究以台北輔具大展和高雄亞洲樂齡展為例，分別從參觀者的參觀動機之觀點，分析兩個展覽各自的參觀者動機、重要性與滿意度，以瞭解消費者的需求及主辦商之商機，提供未來樂齡輔具展發展與改善之方向。並且，本研究以重要性與滿意度分析法(Importance-Performance Analysis,IPA)探討樂齡展之重要性與滿意度，進而分析出展覽之商機，藉以提供給未來主辦商在台北與高雄兩地辦理樂齡輔具展之具體參考。為了研究台灣樂齡輔具產業現況，本研究採取質性與量化研究方法，以立意取樣方式取得5位符合研究條件之會展產業之專家學者為研究對象，利用藝術策展FTC Model理論從Form（形式）、Theme（主題）、Context（脈絡）及加上Cost（成本）編製訪談問卷，以半結構深度訪談蒐集資料，並以紮根理論分析法進行資料分析；量化方法採取IPA方法，在台北地區實施預試，共收回219份有效問卷，在高雄地區實施正式施測，共收回423份有效問卷。利用IPA分析法得出在高雄輔具展產品中，座落在第一象限產品有六項，屬於繼續保持的產品，是主要市場競爭優勢產品。第二象限的產品有一項，是滿意度高但重要性低的產品，是過度投入的品項。在第三象限重要性低滿意度低,只有一種產品即皮膚壓傷問題產品，是屬於次要改善的項目。第四象限滿意度低重要性高的產品有五項，是應先將資源投入改善的項目。由此分析建構出我國輔具長照專業服務與產業發展的未來方向，以利未來展覽能更符合國人最需要的輔具及長期地照護需求。再經五位專家深度訪談研究，將FTCC模式融入成為FTCCO Model(O:其他項目)之成功策展理論參考模式，以概念範疇整合變為主要範疇，再細整合以類似漏斗型的方式類推，得出核心範疇，使FTCCO模型概念邁向成功實際商業運作。本研究作為後續相關樂齡輔具展覽之研究先河，為相關議題之研究開啟更多關注及方向，亦企盼本研究結果能為我國輔具產業研發提供依據，以及政府相關單位制定法規與提升發展相關政策指標之建議參考內容。
關鍵詞：展覽、樂齡、輔具、動機、商機、主辦方

關鍵字

展覽 ； 樂齡 ； 輔具 ； 動機 ； 主辦商 ； 商機

並列摘要

Abstract
This study uses the Taipei Assistive Devices Exhibition and the Kaohsiung Asia Senior Citizens Exhibition as study cases to analyze the importance and the satisfaction of the two exhibitions concerning customers, motivation. Consequently, understanding consumers, needs and the organizers, business opportunities to guide the senior aids exhibition in the future. In addition, this study uses the Importance-Performance Analysis(IPA) to explore the exhibition satisfaction and importance of senior exhibitions to analyze further the exhibition business opportunities and provide future senior aids exhibition organizers in Taipei and Kaohsiung with a reference.To study the current situation of Taiwan’s senior aids industry, we adopt qualitative and quantitative research methods and select five experts and scholars from the exhibition industry who meet the research conditions as the research objects to collect data. Using the theory of art curation FTC Model to prepare interview questionnaires from Form, Theme, Context, and Cost proposed by Huang Qiaohui et al. (2013). The semi-structured in-depth interviews were used to collect data, and grounded theoretical analysis was used to analyze the data; the quantitative method adopted the importance satisfaction method, and a preliminary test was conducted in the Taipei area. A total of 219 valid questionnaires were collected, and a formal test was implemented in the Kaohsiung area and Recovered 423 valid questionnaires. Using the IPA analysis method, we concluded that six products located in the first quadrant among the Kaohsiung Assistive Devices Exhibition products, belong to the products that should continue to maintained at the same production level, which are the main products with competitive advantages in the market. There is only one product in the second quadrant: a product with high satisfaction but low importance, which is worth strengthening the investment resources. There is only one product in the third quadrant, the skin crush problem product, which is a secondary improvement item. The products in the fourth quadrant are five, which are the projects that need primary investment for improvement. According to the analysis above, the future direction of our country’s assistive long-term care professional services and industrial development is constructed, so that future exhibitions can better meet the most needed assistive devices and long-term care needs of Chinese people. Based on the research results of in-depth interviews with five experts, the FTCC model is integrated into the FTCCO(O;others) Model’s successful curatorial theoretical reference model, moving toward the actual commercial operation, and the conceptual category integration becomes the main category. Then the detailed integration is analogized funnel-like to obtain the core category making the FTCCO model concept move towards the actual commercial operation. This research is the first of its kind in the follow-up research on related senior aids exhibitions and is research on related issues. Open more attention and direction, and hope that the results of this research can provide a basis for the research and development of our country’s assistive device industry, as well as suggestions for relevant government units to formulate regulations and improve development-related policy indicators.

並列關鍵字

Exhibition ； Senior Citizen ； Assistive Technology ； Motivation ； Organizer ； Business Opportunity

參考文獻

參考文獻

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