臺灣博碩士論文加值系統

商展在行銷組合中，對推廣商品及服務而言是一個相當重要且受到歡迎的工具之一，它結合了廣告、人員銷售、促銷、公共關係等功能，並且提供廠商與顧客大量面對面的機會。不論是消費品或是工業品，在商展中由於顧客比較集中，廠商透過商展來介紹新產品，若能了解顧客參觀展覽之主要動機與目的，則廠商在選擇及制定最適的銷售策略以吸引潛在或現有的顧客時會有很大的助益。

綜觀國內外相關學術研究，大多數研究著重在探討廠商參加商展績效功能方面的議題，而有關消費者參觀商展之研究在極為少見，因此，消費者參觀商展之動機、消費者本身對商展之態度、及對商展產品之涉入等概念內的關係頗值得研究。

本研究之主要目的是以消費者行為之相關理論為基礎，提出研究架構來說明參觀商展者的動機與態度對購買意向之影響，另外以產品涉入程度作為干擾變項，探討其對態度與購買意向間關係之影響。本研究以359位參觀過商展之個人消費者為研究對象，進行實體及網路問卷調查，所得資料以階層迴歸模式進行統計分析，結果發現如下:

1.消費者參觀商展之購買性動機對認知性態度具有正向影響。
2.消費者參觀商展之非購買性動機對情感性態度具有正向影響。
3.消費者參觀商展之認知性態度對購買意向具有正向影響。
4.消費者對商展之認知性態度在消費者參觀商展之購買性動機與購買意向之間，具有部份
中介效果。
5.消費者對商展之情感性態度在消費者參觀商展之非購買性動機與購買意向之間，具有部
份中介效果。
6.消費者對商展產品涉入程度對購買意向具有直接影響效果。

For promoting products and services, trade show is one of the most important and popular tools in the marketing mix, and it combines many functions, including advertising, personnel selling, promotion and public relationship. Besides, it provides opportunities for firms to face-to-face with customers. Customers of consumer products and industrial products are easily attracted to a trade show. If firms can identify customers’ motivation and purpose in a trade show, it is helpful for firms to choose appropriate selling strategies to meet customers’ needs.

Most foreign and domestic academic researches are focused on firms’participation in trade shows. There are few researches concerning consumers’ visiting trade shows. Therefore, the relationship of consumer’s motivation, attitude, product involvement and purchase intention in trade show is worthy to study.

The major purpose of this study is to propose a research framework based on theories of consumers’ behavior to explain the relationship of consumer’s motivation, attitude, product involvement and purchase intention in trade show. 359 subjects who have trade shows experiences are surveyed with questionnaires. Hierarchy regression model is adopted to test the hypotheses. The findings of the study are as following:
1.In trade show, consumer’s purchasing motivation has positive influence on
cognitive attitude.
2.In trade show, consumer’s non-purchasing motivation has positive influence
on affective attitude.
3.Consumer’s cognitive attitude has positive influence on the purchasing
intention in trade show.
4.The cognitive attitude has partial moderating effect between purchasing
motivation and purchasing intention.
5.The affective attitude has partial moderating effect between non-purchasing
motivation and purchasing intention.
6.Consumer’s product involvement in trade show has direct effect on
purchasing intention.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第二章 文獻探討 5
第一節 商展 5
第二節 消費者參觀商展之動機理論 15
第三節 態度 26
第四節 購買意向 30
第五節 產品涉入程度 31
第三章 研究方法 37
第一節 研究架構 37
第二節 研究假設 39
第三節 變項之定義與衡量 43
第四節 研究設計 47
第五節 資料分析方法 48
第四章 資料分析與研究結果 49
第一節 樣本特性分析 49
第二節 因素分析 51
第三節 效度與信度分析 58
第四節 相關分析 60
第五節 假設檢定 61
第六節 研究結果與討論 74
第五章 結論與建議 77
第一節 研究結論 77
第二節 行銷意涵 78
第三節 研究貢獻 80
第四節 研究限制 81
第五節 未來研究建議 82
參考文獻 83
附錄、研究問卷 88

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