臺灣博碩士論文加值系統

近年來，會議展覽廣泛地使用自助服務科技，尤其是會展行動app帶給參觀者極大的便利性並賦予不同的參觀體驗。本研究採用服務接觸評估模式檢驗行動app服務接觸對於參觀者的再參觀意圖以及再使意圖的關係。另外也提出符合會展行動app服務接觸的六個構面，將參觀者渴望C2C互動做為服務接觸與再參觀此會展及再使用app意圖的調節變數。研究結果發現，行動app在會展產業扮演非常重要的角色，他不僅影響參觀者的再使用app意圖，也影響參觀者再次參觀該會展意圖，因此，會展主辦方應該善用行動app，以增加與參觀者的互動、展覽豐富度及服務。

The Meetings, Incentives, Conferences, and Exhibitions (MICE) industry adopts self-service technology, that is, app (mobile applications) to deliver customer experiences during their participation in events. This study draws on service encounter evaluation model (Bitner, 1990) to examine the relationship between SST encounters and customer revisit and reuse intention. This study identifies six dimensions for evaluating self-service technology encounters for MICE app purposes. In addition, this study investigates the moderating role of customer desire C2C interaction on the relationship between SST encounters, customer revisit and reuse intention. The results reveal that, in MICE context, SST plays an important role in customer behavior. SST not only influences customer reuse intention of app but also be able to influences their revisit intention of MICE. Such findings suggest that the MICE organizers may develop quality mobile applications to enhance customer MICE participation experience. This study concludes with further potential research.

Title Page i
Approval Page ii
Authorization Paper iii
Chinese Abstract iv
English Abstract v
Acknowledgements vi
Table of Contents vii
List of Table ix
List of Figure xi
CHAPTER 1 INTRODUCTION 1
1.1 Introduction 1
1.2 The purpose and significance of this study 2
CHAPTER 2 LITERATURE REVIEW 4
2.1 MICE industry 4
2.2 Self-service technology 6
2.3 Service Encounters 10
2.4 Perceived Service Quality 16
2.5 Desire of C2C interaction 17
2.6 Behavior Intention 19
CHAPTER 3 METHODOLOGY 22
3.1 Research Framework 22
3.2 Measures 25
3.3 Questionnaire design 26
3.4 Sample and data collection 28
3.5 Analysis Method 31
CHAPTER 4 DATA ANALYSIS AND RESULT 34
4.1 Pre-test analysis 34
4.2 Sample demography 39
4.3 Chi-square test for two sample sources 41
4.4 Confirmatory factor analysis of the model 44
4.5 Convergent and discriminate validity 48
4.6 Reliability test 49
4.7 Second order factor model 50
4.8 Structural equation modeling 53
4.9 Path Analysis 55
4.10 Mediator analysis 56
4.11 Moderator analysis 58
4.12 Summary of hypotheses 60
CHAPTER 5 DISCUSSION AND CONCLUSION 62
5.1 Discussion 62
5.2 Managerial implications for the organizers 64
5.3 Limitation of this study and future research 66
5.4 Conclusion 67
REFERENCE 68

 

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