| 摘要: | 會議展覽(MICE)產業被視為極具潛力的一個新興產業，而展覽所帶來的連鎖效應與經濟效益最為驚人，因此成為一個不可忽視的主題；目前會議展覽產業的研究仍屬少數，過往研究建議可以嘗試比較動機與服務表現對總體滿意度的影響程度，因此有必要進一步探討展覽參觀者之參觀動機及展覽服務品質與展覽總體滿意度之關係為何。
本研究以參觀目的衡量參觀者動機，以參觀者對服務表現之感受衡量知覺品質，以便利抽樣方式進行調查，研究對象為參觀完展覽之參觀者，選擇抽樣展覽為專業型綜合展，共發放400份問卷，有效樣本為275份。本研究以SPSS進行分析，結果如下：(1)參觀者知覺品質因素可分為聲譽與活動、場地設施、場內便利設設施、商務服務、服務人員及展覽資訊等六項；(2)參觀者動機因素可分為商業、發掘新產品、學習及購買等四項；(3)所有知覺品質因素皆正向影響展覽總體滿意度，聲譽與活動影響程度最高，場地設施及場內便利設施影響程度較低；一般參觀者與專業參觀者在動機程度上會有所不同；(4)發掘新產品及購買等兩項動機因素能正向影響展覽總體滿意度； (5)知覺品質比參觀者動機更能影響展覽總體滿意度；(6)展覽總體滿意度會正向影響行為意圖。
The development of international conference and exhibition industry were generally considered as an important indicator to assess the prosperity and internationalization of a region, and which emerged as a new and potential services industry during the globalization. Researches of service quality in exhibition were still very limited. Nowadays, most of the themes of the exhibition were location selection, motivation factor, decision-making process of the planners, perception and evaluation of the destination. Most part of the exhibition-related research activities were still on trade show. Even a small number of articles were taking a step forward service quality of exhibition, the study subjects focused on exhibitors, and some research were on the facilities requirements of the exhibition attendee, rather than the all service quality of the exhibition’s attendee. According to the previous study’ recommendation, future research could try to compare the impact between motivation with overall satisfaction, and service performance with overall satisfaction. The purpose of this study was to explore the relationship among attendee’ motivation, service performance and overall satisfaction.
The purpose of visiting exhibition were used to measure the motivation, and perceived performance were used as service quality. The data was collected through face-to-face, in total, 400 attendees were surveyed, and there were 275 valid copies. This study used the SPSS to analyze, the results indicated that: (1) The service quality was identified into six factors; (2) The motivation was identified into four factors; (3) All six factors of perceived quality affect the overall satisfaction positively, and the most one was“reputation and activities”. (4) Two factors of motivation, “discovery” and “purchasing”, also affected the overall satisfaction positively. (5) Perceived quality had greater effect on overall satisfaction than motivation. (6) Overall satisfaction had positive effect on behaviour intention. |
