旅展促銷方式、創新服務、品牌權益 對購買意願影響之研究-以台中國際旅展為例

A Study on the Effects of Promotion Way, Innovation Service and Brand Rights to the Purchases Intension – An empirical case of Taichung international travel exhibition

黃開華(Kai-hua Huang)

指導教授 ： 朱瑞淵

朝陽科技大學/管理學院/休閒事業管理系/碩士(2011年)

摘要

各種類型名稱的旅展，在全國各地不斷的被舉辦，然而要參展的休閒旅遊業者，要如何選擇企劃參展銷售的產品、與選擇參加那一個檔次的旅展，為一值得探討之議題。為此，本研究旨在探討民眾參與旅展活動時，「促銷方式」、「品牌權益」與「創新服務」對「購買意願」的影響。
本研究以參與2011年4月15日至4月18日台中國際旅展的民眾為調查範圍與對象，共發出650份，回收之有效問卷為607份，有效回收率達93.4%。研究結果顯示，促銷方式的接受程度為中上，並較偏好價格促銷的方式；對於創新服務、品牌權益與購買意願的看法呈現中等程度，其中以品牌知名度的認同度最高，品牌忠誠度最低。受訪者男女比例相近、年齡以 20~35歲間的比例最高、教育程度以大學為主、已婚與未婚各佔一半、家庭成員3-4人者居多以及職業為自由業與科技業者較多。超過一半的受訪者每年旅遊次數為不一定、大多數此次消費預算為25000元以內、旅遊性質以隨興旅遊為主、旅遊資訊來源主要為媒體廣告以及參加旅展原因以媒體廣告吸引與計畫性旅遊為多數。
促銷方式、創新服務、品牌權益與購買意願的看法會因受訪者「教育程度」、「家庭成員」、「消費預算」與「資訊來源」不同而有所差異。經迴歸分析顯示，創新服務與品牌權益對購買意願有顯著正向影響，其中品牌權益的影響程度高於創新服務；若由構面來看，則是以創新服務與品牌聯想的影響程度最高。
本文的各研究結果也對業者及相關單位，提出產品企劃及參與旅展類型活動的行銷建議， 期望能作為後續從事相關研究人員之參考。
關鍵詞：促銷方式、創新服務、品牌權益、購買意願

關鍵字

促銷方式 ； 創新服務 ； 品牌權益 ； 購買意願

並列摘要

There are a lot of type of travel exhibition took palce all year long in Taiwan, and which one that traveling entrepreneur should participate is worth of discussion. Therefore, this study tries to find out the effects of “promotion way”, “brand rights” and “innovation service” to the “purchases intension”.

The study takes participates from the Taichung international travel exhibition, which was hold form April 15 to April 18, 2011, as the target population, and 607 questionnaires out of 650 were collected, the effective response rate is 93.4%. The results showed that promotion way was about medium high and preferred price promotion way; innovation service, brand rights and the purchase intension viewpoint presents the medium degree, in which brand awareness approval is the highest and brand loyalty is the lowest. The gender rate is about the same, most of the age is between 20~35, with the majority of university education level, marial status is half and half, the family member 3-4 persons of majorities,and with occupation of technical entrepreneur and freedom industry. Surpasses half the participant the number of travel each year is uncertain, the majority of expense budget is within NT$25,000, the primarily traveling way is nature take along with, the mainly traveling information source and reasons to attempt were media advertisement.

The viewpoint of promotion way, innovation service, brand rights and purchase intension have a significiant difference with different participant’s “education level”, “family member”, “expense budget” and “information source”. The regression analysis showed that innovation service and brand rights have a positive influence to the purchase intension, and the former has a higher effect. From the view of construct, innovation service and the brand association influence have the highest effects on the purches intension.

From the results, the study proposed suggestions about marketing on product planning and activities in travel exhibition, and wishes there could be further research on those.

Key word：Promotion way, Innovation service, Brand rights and interests,Purchase intension

並列關鍵字

Promotion way ； Innovation service ； Brand rights and interests ； Purchase intension

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