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研究生:凃均維
研究生(外文):TU CHUN-WEI
論文名稱:商展策略與關係學習對商展績效之影響:以關係能力為干擾變數
論文名稱(外文):The Impact of Trade Show Strategy and Relationship Learning on Trade Show Performance: The Moderating Effect of Relational Capabilities
指導教授:黃識銘黃識銘引用關係
指導教授(外文):HUANG SHYH-MING
學位類別:碩士
校院名稱:南台科技大學
系所名稱:行銷與流通管理系
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:102
畢業學年度:101
語文別:中文
論文頁數:118
中文關鍵詞:關係學習關係能力商展績效
外文關鍵詞:Relationship LearningRelational CapabilitesTrade Show Performance
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商展已被視為一個重要的行銷活動,這種有效的媒介能夠在短時間內滿足大
量的潛在供應商與顧客。而這種面對面接觸的平台,可以讓參展商有機會與參觀
者建立關係,並有效地形成關係學習,這對於創造競爭優勢有幫助,也可提昇績
效。此外,關係能力是從關係所延伸出來,藉由信任基礎的關係,以降低成本,
可提昇組織的競爭地位。本研究旨在以關係學習為出發點,探討參展商與參觀者/
合作夥伴之間關係緊密的程度,並以關係能力作為商展策略與商展績效之干擾效
果,探討是否會因關係能力的強度而有所變化。
本研究是以COMPUTEX TAIPEI 2012 之參展商為母體,共寄出1582 份問卷,
共回收135 份,有效回收率為11.72%,回收樣本並未發現無反應偏差與同源偏差
的問題。以SmartPLS 驗證發現商展策略對關係學習無顯著影響,關係學習對商展
策略有顯著影響,商展策略對商展績效有影響,關係能力對商展策略與商展績效
無干擾作用。最後,根據研究結果提出管理意涵與未來研究之方向。
Trade show has been as an important marketing event, this usefulness event could
meet a large munber of potential suppliers and customers in a short span of time.
Although this kind of event could fact contact with visitors, exhibitors has chance to
build the relationship with visitors and become relationship learning, it helps making
differential advantage and improve its perferance. Beside, relational capabilities is
extend from relationship, it could reduce cost to enhance organization’s competition
position by trust-basic relationship.
Population by COMPUTEX TAIPEI 2012’s exhibitors, total 1582 reserch sheets, total
sample was 135, valid samples was 11.72%, which were tested for non-response bias and CMV;
they seem to indicate that these biases were not a serious threat. The data were analyzed by
SmartPLS, the results found the trade show strategy has no influence relationship learning, both
relationship learing and trade show strategy have positive influence on trade show performance.
However, relational capabilities has not moderating effects. Finally, these results suggest
theoretical implications and the direction of future researches.
摘要 .................................................................................................................................. I
誌謝 ............................................................................................................................... III
目次 ............................................................................................................................... IV
表目錄 ........................................................................................................................... VI
圖目錄 ........................................................................................................................ VIII
第一章緒論 ..................................................................................................................... 1
1.1 研究背景與動機 .................................................................................................... 1
1.2 研究目的 ................................................................................................................ 4
1.3 研究流程 ................................................................................................................ 5
第二章文獻探討 ............................................................................................................ 7
2.1 商展概論 ................................................................................................................ 7
2.2 商展績效 .............................................................................................................. 13
2.3 關係學習 .............................................................................................................. 19
2.4 關係能力 .............................................................................................................. 25
第三章 研究方法 ........................................................................................................ 29
3.1 研究架構 .............................................................................................................. 29
3.2 研究假設 .............................................................................................................. 31
3.3 研究變數之定義與衡量 ...................................................................................... 34
3.4 研究設計 .............................................................................................................. 39
3.5 資料分析方法 ...................................................................................................... 43
第四章 資料分析 ........................................................................................................ 45
4.1 樣本回收與樣本特性 .......................................................................................... 45
4.2 抽樣誤差檢定 ...................................................................................................... 48
4.3 因素與信度分析 .................................................................................................. 50
4.4 效度分析 .............................................................................................................. 56
4.5 研究假設驗證 ...................................................................................................... 58
4.6 中介效果驗證 ...................................................................................................... 69
第五章 結論與建議 .................................................................................................... 73
5.1 研究結論 .............................................................................................................. 73
5.2 管理意涵 .............................................................................................................. 76
V
5.3 研究限制與後續研究建議 .................................................................................. 78
參考文獻 ....................................................................................................................... 80
附錄一 正式問卷 ..................................................................................................... 100
附錄二 成對相關變異數 ......................................................................................... 104
附錄三 成對相關係數 ............................................................................................. 107
附錄四 個別衡量項目的信度 ................................................................................. 109
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