| dc.contributor.advisor | 邱志聖<br>陳建維 | zh_TW |
| dc.contributor.advisor | Chiou, Jyh-Shen<br>Chen, Chien-Wei | en_US |
| dc.contributor.author (Authors) | 謝佳宏 | zh_TW |
| dc.contributor.author (Authors) | Hsieh, Chia-Hung | en_US |
| dc.creator (作者) | 謝佳宏 | zh_TW |
| dc.creator (作者) | Hsieh, Chia-Hung | en_US |
| dc.date (日期) | 2002 | en_US |
| dc.date.accessioned | 18-Sep-2009 18:54:21 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 18:54:21 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 18:54:21 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0088351502 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/36581 | - |
| dc.description (描述) | 博士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營與貿易研究所 | zh_TW |
| dc.description (描述) | 88351502 | zh_TW |
| dc.description (描述) | 91 | zh_TW |
| dc.description.abstract (摘要) | 雖然商展研究漸漸引起學術和實務界的重視，但是尚無明確的理論可以解釋如何提昇商展廠商的績效，此外，過去商展績效的研究，主要探討廠商與商展買主之間關聯，然而，商展主辦單位在整個商展活動中也扮演著相當重要的角色。因此，本研究以交易成本理論和關係行銷理論的觀點出發，同時納入參展廠商、商展買主與主辦單位等三個主體，以建構出展覽廠商績效模式。模式共區分成二部份，第一部份為中間變數效果，即參展廠商針對商展買主與主辦單位所採取的策略重點(資訊搜尋、信任、關係承諾)，對展覽廠商績效(接觸關鍵顧客目標、產品服務與銷售目標)的影響。第二部份則為前置變數(觀展者特徵及商展特徵)對中間變數的影響效果。另外，本研究考慮產業情形和參展產品實際情況，加入二個控制變數(競爭程度、產品╱服務的成本效益)。 本研究發現在中間變數效果方面，參展廠商在整個商展活動中對於商展買主所作的努力包含降低資訊搜尋、增加信任與關係承諾，對參展廠商接觸關鍵顧客目標或產品服務與銷售目標之達成，確實會有所幫助。然而，參展廠商對於商展主辦單位的努力就只著重在降低其資訊搜尋部份，探究主要原因是台灣廠商大部份是以中小企業為主，其廠商規模較小，人才與資金均不足，與過去商展的文獻中所研究對象大部份是以歐美國家的參展廠商為主，其參展廠商的特性與台灣企業不盡相同。 本研究也發現觀展者情形(資訊需求、層級水準、整體關係導向、及新購者或重購者)或商展本身(國際性或地區性商展、主辦單位非銷售導向) 即使在特徵上有所差異，參展廠商亦會針對商展買主或主辦單位採取不同的策略行為，以達到其績效目標。由此可知，就交易成本理論的觀點，不光是考量商展交易中相關的資訊搜尋成本，對於買主或主辦單位信任與關係承諾的重視，也是關係行銷理論中重要的中間變數。 最後，實證結果顯示當產業的競爭程度愈高時，對於商展的績效表現確實會產生負面的影響，參展廠商比較不容易接觸到關鍵的商展買主，及達成產品服務與銷售的目標。而當參展廠商的產品╱服務的成本效益較高時，比較容易接觸到關鍵的商展買主，對於參展廠商的產品服務與銷售績效也會有正面的幫助。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論…………………………………………… 1 第一節 研究動機與問題……………………………… 1 第二節 研究目的……………………………………… 4 第三節 研究範圍與限制……………………………… 5 第四節 研究流程……………………………………… 6 第二章 文獻探討……………………………………… 7 第一節 商展…………………………………………… 8 第二節 商展成敗的決定因素………………………… 13 第三節 交易成本理論………………………………… 19 第四節 關係行銷理論………………………………… 34 第三章 研究架構與假設……………………………… 48 第一節 研究架構……………………………………… 48 第二節 個案分析……………………………………… 50 第三節 研究假設……………………………………… 72 第四章 研究方法……………………………………… 93 第一節 研究樣本與資料蒐集………………………… 93 第二節 研究變數與問卷設計………………………… 95 第三節 資料分析方法………………………………… 105 第五章 研究結果……………………………………… 106 第一節 基本資料分析………………………………… 106 第二節 研究構念衡量………………………………… 110 第三節 假設驗證……………………………………… 121 第四節 討論…………………………………………… 129 第六章 結論與建議…………………………………… 133 第一節 研究結論……………………………………… 133 第二節 理論貢獻與實務意涵………………………… 135 第三節 後績研究建議………………………………… 140 參考文獻 ………………………………………………… 143 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0088351502 | en_US |
| dc.subject (關鍵詞) | 商展 | zh_TW |
| dc.subject (關鍵詞) | 資訊搜尋 | zh_TW |
| dc.subject (關鍵詞) | 信任 | zh_TW |
| dc.subject (關鍵詞) | 關係承諾 | zh_TW |
| dc.subject (關鍵詞) | 觀展者 | zh_TW |
| dc.subject (關鍵詞) | 商展主辦單位 | zh_TW |
| dc.subject (關鍵詞) | 展覽績效 | zh_TW |
| dc.title (題名) | 商展廠商績效及其影響因素之研究 | zh_TW |
| dc.type (資料類型) | thesis | en |
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