事件行銷之消費者心情、體驗價值和行為意向之關係-以2010台北國際花卉博覽會為例

Relationships among Consumer Mood, Experiential Value and Behavior Intention in Event Marketing- an Example of 2010 Taipei International Flora Exposition

黃驛晴(Yi-ching Huang)

指導教授 ： 李延熹 ； 林孟璋

朝陽科技大學/人文暨社會學院/應用外語系/碩士(2012年)

摘要

會議、獎勵旅遊、大型會議和展覽(會議展覽產業)正蓬勃發展且被視為全球重要產業。 2010台北國際花卉博覽會是在台灣舉辦的第一個國際級博覽會。
這個博覽會為台灣展覽歷史上之里程碑，因此探討博覽會的各方面向是有其價值的。此研究價值在於分析消費者角度並且發掘消費者在體驗時的心情、體驗價值及行為意向之關係。消費者心情為關鍵因素影響體驗價值和行為意向而且很少探討展覽領域的研究。此研究於台北國際花卉博覽會圓山出口發放超過五百份問卷。並且通過統計的程序社會科學統計版本十七。為了了解參與者背景資料，資料將採用獨立樣本單因子變異數分析。透過信度分析審查資料的正確性。同時作者採用因素分析萃取因子並採用路徑分析了解因子之間的關係並且證明它們之間的正向關係。

關鍵字

展覽 ； 行為意向 ； 消費者心情 ； 體驗價值

並列摘要

Meeting, Incentive, Convention and Event (MICE) is blooming and regarded as an important industry in the world. 2010 Taipei International Flora Exposition was the first international scale event held in Taiwan. The exposition was the landmark of event history in Taiwan; therefore, it is worthwhile discussing in many facets on the exposition. In this study, investigating on consumers position and discovering consumer mood, experiential value and behavior intention interrelationship in consumers experience are valuable. Consumer mood as a key element influences experiential value and behavior intention and few researches discussed in event field. The research distributed over 500 questionnaires at Taipei International Flora Expositon Yuanshan Gate. And through statistical procedure of statistical package for the social science (SPSS), version 17.0. And the data went through descriptive statistic analysis to understand respondents’ background by adopting t-test and one-way ANOVA. And go through reliability analysis. Meanwhile, the researcher adopted factor analysis to extract the factors, and adopted path analysis to realize the interrelationship between the factors and demonstrate the results of positive relationship among them.

並列關鍵字

Experiential value ； Events ； Consumer mood ； Behavior intention

參考文獻

Taipei City Government (2010). 2010 Taipei International Flora Exposition website.Retrieved 12, 20, 2010 from http://www.2010taipeiexpo.tw/ct.asp?xItem=13428&CtNode=5657&mp=3

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