參展廠商滿意度影響因素之探討

A Study on the Determinants of Exhibitor Satisfaction

吳政鴻(Zheng-Hong Wu)

指導教授 ： 李文瑞

國立臺北商業大學/財經學群/國際商務系碩士班/碩士(2013年)

https://doi.org/10.6818/NTUB.2013.00004

摘要

研究目的為探討展覽類型、參展廠商之展覽區位及展覽主辦單位之服務品質對參展廠商滿意度的影響。研究採用立意抽樣法，以各大展覽館之展覽活動內的展覽廠商為研究對象，總共發出420份問卷，有效問卷為376份，使用SPSS 19.0 及 AMOS 21.0 統計分析軟體進行敘述性統計分析、驗證性因素分析與迴歸分析。研究結果發現，在展覽類型中消費展高於專業展之參展廠商滿意度，在服務品質部分：安全性、完整性、調節性都會正向影響參展廠商滿意度，而展覽區位中，活動區域比邊陲區域的參展廠商滿意度高，並且可以在展覽活動與滿意度間得到結果，根據研究結果，最後提出具體建議，以供展覽管理之主辦單位與參展廠商作為未來展覽活動發展與治理之參考。

關鍵字

展場區位 ； 服務品質 ； 展覽類型 ； 滿意度

並列摘要

The purpose of this study is to investigate include of the type of exhibition, the exhibitors’ booth and organizers service which factors may influence the exhibitors’ satisfaction. This study used purposive sampling method to study the every exhibitor who held the activities in exhibition hall. I give 420 questionnaires in total and there are 376 questionnaires are valid. I use SPSS 19.0 and AMOS 21.0 statistical analysis software to verify the factor analysis and regression analysis. The results of this study, having shown the type of consumer exhibition is more satisfied than the professional exhibition one. Moreover, in the part of service quality, security, integrity, adjustment will be positive influence on satisfaction of exhibitors. Meanwhile, in the exhibition booth area, the exhibitors held the exhibition in activity area is more satisfied than exhibitors held the exhibition in border area based on the exhibition activities and satisfaction functions. In according with the results, I would proposal the practical suggestion for the potential exhibitors and organizers about how to execute the future exhibitions development and governance.

並列關鍵字

Exposition Location ； Service Quality ； Satisfaction ； Type of Exhibition

參考文獻

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