臺灣博碩士論文加值系統

探討商展之研究近幾年來引起學術和實務界的重視，然而，大部分的相關文獻多著重於商展績效的研究，但成功的商展有賴於展覽主辦單位的行銷規劃與執行能力，另外，商展定位也在整個商展活動中扮演相當重要的角色。
因此，本研究以商展主辦單位和關係品質理論的觀點出發，同時以參展廠商、商展主辦單位及商展定位三個主體建構出參展廠商再次參展意圖之模式。本研究以資訊月各家廠商為研究對象，經由人員發放問卷，有效樣本為161份，並採用線性結構關係模式分析，以其結果來驗證本研究之假說。
本研究實證結果顯示主辦單位欲提高廠商再次參展意願，可加強商展內外的規劃，使參展廠商對整體商展持較高的評價，對廠商再次參展的意願有正向影響。在建立良好的關係品質中，在提供的服務過程應讓參展廠商感受到肯定，使廠商提高對主辦單位的滿意，將促使廠商的參展態度有正向影響，而廠商與主辦單位保持承諾關係，可使廠商提高再次參展的意願。另外，本研究發現以非銷售為導向之形式的商展對廠商參展態度不顯著，此無法達到預期之效果，故本研究提供給主辦單位重新思考不同的商展定位對廠商參展的影響。最後，在廠商參與商展後，對該商展產生有正面的評價愈強，則廠商對商展之再次參展意圖確實會有所幫助。

In the past, this study discusses tradeshow to bring attention in academic and the practical realm. Succeeds tradeshow depends on the Organizing unit''s marketing plans, besides tradeshow''s positioning is also playing the quite important role in the entire tradeshow.
This study take information month various firm as object samples of this study, provides the questionnaire recycling by way of the personnel, the effective sample is 161, and uses the Linear Structure Relation to confirm hypothesis of this study by its result.
This study result showed that the Organizing unit to strengthen the inside and outside plans of tradeshow to enables the participative firm hold high appraisal in the overall tradeshow. In the establishment relation quality, the service process which makes the firm satisfaction, will urge forward participative attitude of the firm. The firm and the Organizing unit maintain the commitment relation, may cause enhance repeat participance of the firm. In addition, non-selling objective tradeshow to participative attitude of the firm hasn’t effect. Therefore, this study provides to the Organizing unit ponders that different tradeshow''s positioning to influence participative attitude of the firm. Finally, after firm participation trade show, produces to this trade show has the positive appraisal to be stronger, the firm will participative intention to the tradeshow truly to have the help once more.

目錄 I
圖目錄 III
表目錄 IV
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 3
1.4 研究流程 4
第二章 文獻探討 5
2.1商展論述 5
2.1.1 商展定義 5
2.1.3 商展之目的 8
2.1.4 商展的功能 9
2.1.5 商展的構成要素 11
2.2 商展中主辦單位的定位 12
2.2.1 主辦單位工作事項 12
2.3關係品質 16
2.3.1 關係品質定義 16
2.3.2 關係品質的衡量構面 17
2.4 態度 20
2.4.1態度的定義 20
2.4.2 態度之要素 22
2.5 廠商再次參展意願 23
2.6 態度與行為意圖 24
第三章 研究方法 27
3.1 研究架構 27
3.2研究假設 28
3.3 研究變數之操作型定義 32
3.4 研究範圍及對象 40
3.5 資料分析方法 40
第四章 資料分析與研究發現 42
4.1 問卷回收統計與樣本描述 42
4.2 因素分析與信度分析 44
4.3 單因子變異分析與T檢定 49
4.4 線性結構關係模式(LINEAR STRUCTURE RELATION, LISREL) 50
4.5小結 56
第五章 結論與建議 58
5.1 研究發現與結論 58
5.2 研究限制 61
5.3 後續研究與建議 61
參考文獻 63
一、英文部分 63
二、中文部分 68
附 錄 一 70

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二、中文部分
1.吳淑瑛(1991，6月)。商品展示會功能與績效之研究，文化大學企業管理研究所碩士論文。
2.吳興蘭(2002，6月)。國際展覽行銷策略分析-以交易成本架構，政治大學國際貿易學系碩士論文。
3.李清旗(2001，6月)。商展行銷策略個案研究－以眼鏡業為例，台灣科技大學管理研究所EMBA學程碩士論文。
4.邱志聖(2001)。策略行銷分析─架構與實務應用，台北：智勝文化。
5.姚晤毅(2005，6月)。貿易展覽參展廠商滿意度，元智大學管理研究所碩士論文。
6.徐秋雄(2002，6月)。外貿協會辦理專業展及國外參展之研究，台北大學企業管理系在職專班碩士論文。
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9.陳萱妤(2007，6月)。國際商展的規劃與執行個案研究-以A公司為例，元智大學管理研究所碩士論文。
10.陳維翎(2005，6月)。台灣廠商參加商展策略之研究－以紡織業為例，輔仁大學織品服裝研究所碩士論文。
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13.詹淵盛(1999，6月)。國內廠商參觀國際商展之行為研究－以機械業為例，東吳大學國際貿易研究所碩士論文。
14.劉佳綾(2004，6月)。消費者參觀商展動機、態度、涉入與購買意向關係之研究，東吳大學國際貿易研究所碩士論文。
15.劉秉豐(2002，6月)。台灣資訊電子業代工廠商促銷策略之探討，東華大學企業管理研究所碩士論文。
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17.謝佳宏(2003，6月)。商展廠商績效及其影響因素之研究，政治大學國際貿易學系博士論文。
18.鍾筠箏(2006，6月)。商展廠商市場導向、資源投入與商展績效關係之實證研究，元智大學管理研究所碩士論文。
19.簡正哲(2007，6月)。在二維空間下，廠商展店設點的選擇，真理大學財經研究所碩士論文。
20.羅惠真(1990，6月)。影響商展績效因素之探討，政治大學企業管理研究所碩士論文。
21.蘇嘉偉(2004，6月)。國際商展的參展動機、行動與績效，銘傳大學國際企業學系碩士論文。