臺灣博碩士論文加值系統

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。

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.

TABLE OF CONTENT
LIST OF CONTENT……………………………………………………I
LIST OF TABLES………………………………………………………Ⅲ
LIST OF FIGURES………………………………………………….VI
CHAPTER ONE INTRODUCTION
Research background and motivation…………………………………….1
Research questions………………………………………………………..3
Purpose of the study……………………………………………………...3
Research procedures……………………………………………………...4
CHAPTER TWO LITERATURE REVIEW
2010 Taipei International Flora Exposition……………………...........6
Event marketing………………………………………………………9
Consumer mood……………………………………………………12
Experiential value……………………………………………………16
Behavior intention…………………………………………………...19
CHAPTER THREE METHODOLOGY
Research framework…………………………………………………21
Hypotheses…………………………………………………………..22
Survey Instrument…………………………………………………...25
Pilot study…………………………………………………………...30
Data analysis………………………………………………………....38
CHAPTER FOUR DATA ANALYSIS
Descriptive statistics…………………………………………………39
Reliability …………...………………………………………………49
Factor analysis……………………………………………………….50
One-way ANOVA and t-test………………………………………...60
Path analysis…………………………………………………………64
CHAPTER FIVE CONCLUSION
Conclusion…………………………………………………………75
Marketing managerial implicaitons………………………………….78
Significance of the study …………………………………………...80
Limitations…………………………………………………………..81
Future research ……………………………………………………...81
REFERENCE
LIST OF TABLES
Table 2.1 Expositions Certified by the AIPH… … … … … … … … … … … … … … … … … … … ..6
Table 2.2 2010 Taipei International Flora Exposition Content… … … … … … … … … … … … ..7
Table 3.3 Item Wording of Consumer mood… … … … … … … … … … … … … … … … … … … .25
Table3.4 Item Wording of Experiential value… … … … … … … … … … … … … … … … … … ...26
Table 3.5 Item Wording of Behavior intention… … … … … … … … … … … … … … … … … … .27
Table 3.6 Item Wording of Demographic profile… … … … … … … … … … … … … … … … … ..28
Table 3.7 Reliability analysis of pilot study… … … … … … … … … … … … … … … … … … … .30
Table 3.8 Demographic variables of 44 participants… … … … … … … … … … … … … … … … 30
Table 3.9 KMO and Bartlett’s Test of Sphericity… … … … … … … … … … … … … … … … … .32
Table 3.10 Factor extracted for three dimensions… … … … … … … … … … … … … … … … ....33
Table 3.11 Factor analysis results of consumer mood… … … … … … … … … … … … … … … ..35
Table 3.12 Factor analysis results of experiential value… … … … … … … … … … … … … … ...36
Table 3.13 Factor analysis results of behavior intention… … … … … … … … … … … … … … ..37
Table 3.14 Reliability of variables after deleted the items… … … … … … … … … … … … … … 37
Table 4.1 Total Questionnaire Response Rate… … … … … … … … … … … … … … … … … … ..39
Table 4.2 Demographic variables of 500 participants… … … … … … … … … … … … … … … .40
Table 4.3 Descriptive analysis of measurement on mood… … … … … … … … … … … … … … .45
Table 4.4 descriptive analysis of measurement on Experiential value… … … … … … … … … .47
Table 4.5 Descriptive analysis of Behavior intention… … … … … … … … … … … … … … … ...48
Table 4.6 Reliability analysis… … … … … … … … … … … … … … … … … … … … … … … … … 49
Table 4.7 KMO and Bartlett’s Test of Sphericity… … … … … … … … … … … … … … … … … ..50
Table 4.8 Factors Extracted for Three Dimensions… … … … … … … … … … … … … … … … ...51
Table 4.9 Factor analysis results for the consumer mood measures… … … … … … … … … … .52
Table 4.10 Final results of mood factor analysis… … … … … … … … … … … … … … … … … ...53
Table 4.11 Factor analysis results for the experiential value measure… … … … … … … … … ..54
Table 4.12 Final results of experiential value factor analysis… … … … … … … … … … … … ...56
Table 4.13 Factor analysis results for the Behavior intention measure… … … … … … … … … .57
Table 4.14 Testification for Hypothesis 1… … … … … … … … … … … … … … … … … … … … .61
Table 4.15 Testification for Hypothesis 2… … … … … … … … … … … … … … … … … … … … .62
Table 4.16 Testification for Hypothesis 3… … … … … … … … … … … … … … … … … … … … .63
Table 4.17 Pearson’s Correlation of Variables… … … … … … … … … … … … … … … … … … ..64
Table 4.18 Model 1 path analysis on H4-1, H4-2, H4-3… … … … … … … … … … … … … … ...65
Table 4.19 Model 2 path analysis on H4-4, H4-5, H4-6… … … … … … … … … … … … … … ...67
Table 4.20 Model 3 path analysis on H4-7, H4-8, H4-9… … … … … … … … … … … … … … ...68
Table 4.21 Model 4 path analysis on H5-1, H5-2, H5-3… … … … … … … … … … … … … … ...70
Table 4.22 Model 5 path analysis on H6-1, H6-2, H6-3… … … … … … … … … … … … … … ...71
Table 4.23 Indirect path analysis… … … … … … … … … … … … … … … … … … … … … … … ..74
Table 5.1 The result of hypotheses… … … … … … … … … … … … … … … … … … … … … … … 77
LIST OF FIGURES
Figure 1.1 Research Procedures… … … … … … … … … … … … … … … … … … … … … … … … ..5
Figure 2.3 Typology of Planned Events… … … … … … … … … … … … … … … … … … … … … 10
Figure 2.4 Typology of Experiential value… … … … … … … … … … … … … … … … … … … ...17
Figure 3.1 Research Framework… … … … … … … … … … … … … … … … … … … … … … … ...21
Figure 3.2 Conceptual Framework… … … … … … … … … … … … … … … … … … … … … … ...24
Figure 4.1 Demographic variables of 500 participants on gender… … … … … … … … … … … 42
Figure 4.2 Demographic variables of 500 participants on… … … … … … … … … … … … … … 42
Figure 4.3 Demographic variables of 500 participants on… … … … … … … … … … … … … … 42
Figure 4.4 Demographic variables of 500 participants on… … … … … … … … … … … … … … 43
Figure 4.5 Demographic variables of 500 participants on… … … … … … … … … … … … … … 43
Figure 4.6 Demographic variables of 500 participants on… … … … … … … … … … … … … … 43
Figure 4.7 Demographic variables of 500 participants on… … … … … … … … … … … … … … 44
Figure 4.8 Demographic variables of 500 participants on… … … … … … … … … … … … … … 44
Figure 4.9 Revised Research Framework … … … … … … … … … … … … … … … … … … … ....59
Figure 4.10 Path Analysis Results of Model 1… … … … … … … … … … … … … … … … … ......66
Figure 4.11 Path Analysis Results of Model 2… … … … … … … … … … … … … … … … … ......67
Figure 4.12 Path Analysis Results of Model 3… … … … … … … … … … … … … … … … … … ..69
Figure 4.13 Path Analysis Results of Model 4… … … … … … … … … … … … … … … … … … ..70
Figure 4.14 Path Analysis Results of Model 5… … … … … … … … … … … … … … … … … … ..72
Figure 4.15 The Framework of Path Analysis Results… … … … … … … … … … … … … … … ..73

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