臺灣博碩士論文加值系統

商展一直以來都是非常好的銷售機會來源與管道。以往研究證實，商展中的互動、環境與展出品質都會影響一般消費者的滿意度，進而影響整個商展的效能。本研究將此三變項引入，以3C、設計及旅遊三產業中消費者驗證其對知覺服務品質的差異。將產業相異性放入檢驗階層服務品質模型(HSQM)與商展整體效能影響因素中，使用階層分析法（AHP）分析一般消費者對於展覽整體品質之影響因素的重要性程度。研究中發現，不同性質產業商展的影響因素之相對重要性有明顯差異。不管在那種產業類型商展中，態度與效價都是非常的重要的因素；除此之外，專業度、攤位設計、等待時間及有形性因素的重要性則會隨著產業類型而改變。策展者可依照不同產業特性調整商展重要因素，以達到公司預算及訴求與消費者需求及知覺品質間之平衡。

Trade shows (TS) are always the excellent sources and opportunities for marketing program. The prior studies demonstrated that interaction quality, environment quality, and outcome quality of tradeshows have significant direct positively related with visitors’ perception and satisfaction. Our study is purposed to verify the visitors’ quality perspective of trade shows in 3C, design, and travel industries. We take the industrial characteristic differences into the examination of hierarchical service quality model (HSQM) and tradeshow quality, and employ the analytic hierarchy process (AHP) to resolve the priorities of the influential dimensions in the trade show quality. Under the diverse industry characteristics, we find the importance of influential factors in these three industries of tradeshow, the factor attitude and valance are always important for any type of show. Nevertheless, the influential importance of factor expertise, design, tangibles and waiting Time vary depending on industrial characteristics. Exhibitors can refer to the industrial differences to organize and adjust the influential factors in a trade show due to balance of the interrelationship between firm’s budget and appeal and visitor’s requirement and perceived quality.

謝誌 i
摘要 iii
Abstract iv
Content of list vi
Table of list viii
Figure of list ix
Appendix x
CHAPTER I 1
1.1 Research Background and Motivation 1
1.2 Research Problem Statement and Objective 3
1.3 Research Structure 5
1.4 Research Outline 5
CHAPTER II 7
2.1 Perceived Service Quality and Performance 8
2.2 Interaction Quality 9
2.3 Environment Quality 13
2.4 Outcome Quality 16
CHAPTER III 21
3.1 The concept of Hierarchical Service Quality Model (HSQM) 21
3.2 The Analytic Hierarchy Process (AHP) 25
3.3 Framework of Methodology 30
3.4 Research Design 32
CHAPTER Ⅳ 35
4.1 Pairwise Comparison of HSQM Factors on Tradeshow 35
4.2 Conclusions 41
References 47

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