Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/96965
標題: 農會形象、服務品質對參展商滿意度與行為意向之影響-以中華民國農會為例
The Influence of Farmers'' Association Image, Service Quality on the Exhibitor Satisfaction and Behavioral Intention-A Case Study of National Farmers’ Association
作者: 吳家菁
Jia-Jing Wu
關鍵字: 服務品質
企業形象
滿意度
行為意向
展覽行銷
service quality
corporate image
exhibitor satisfaction
behavior intention
exhibition marketing
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摘要: 本研究以中華民國農會參展廠商觀點出發,由參展廠商之展後滿意度及行為意向,探討徵展單位形象與服務品質對滿意度之影響,以及滿意度又如何影響後續行為意向研究各構面間的關係,瞭解中華民國農會參展之績效,期望能從中找出主辦單位或徵展單位如何有效提升參展商之參展意願與績效的因素與服務,才能透過良好的口碑拓展市場。 本研究針對近五年曾參加過中華民國農會徵展活動之參展商進行調查,透過113份有效問卷,以項目分析、因素分析、敘述性統計分析、積差相關分析、多元迴歸分析及中介效果分析等統計方法進行分析。 研究結果發現,影響參展商滿意度最顯著的因素為企業形象中「公司形象」、「推廣形象」、「企業信用」及服務品質的「有形性」、「可靠性」;而影響參展商展後行為意向最顯著的因素為「參展績效」的滿意度。
This study discusses the influence of exhibition organizer image and service quality on the satisfaction of the exhibitors, and how the satisfaction affects the development of follow-up intentions, from the view point of National Farmers’ Association exhibitors '' attentions. By analyzing the multiple dimensions on the issue to understand National Farmers’ Association''s exhibition performance and exhibitors'' needs in the past decade, this study is able to find out which services in need to be invested by exhibition organizer, and to effec tively enhance the exhibitors'' participation will and performance, and to establish a good reputation in business to expand the market as well. This research mainly focuses on the exhibitors who have participated in the exhibitions of National Farmers’ Association in the last five years. 150 were chosen as samples for questionnaires for conducting and amounts to 113 effective samples. Those statistical methods, such as descriptive statistics, reliability and validity analysis and Pearson-moment correlation, multiple regression analysis, and path analysis, which to verify the mediating effect analysis, were applied. Empirical results showed that the most significant factors affecting the exhibitors'' satisfaction were the 'institution image', 'Promotion image' and 'Corporate credit' of the corporate image and the 'Tangibles' and 'Reliability' of the service quality. Also, 'Exhibition performance' of satisfaction was approved to be the most significant factors in influencing the behavioral intention of the exhibitors.
URI: http://hdl.handle.net/11455/96965
文章公開時間: 10000-01-01
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