大型體育展覽活動經營之研究－以參展廠商為觀點

Abstract

本研究旨在探討大型體育展覽活動之參展廠商參展動機、滿意度與再參展意圖之關係，以 2015 年臺北國際體育用品展參展廠商人員為研究對象，透過立意抽樣方式進行問卷調查，獲得有效樣本 310 份，以描述性統計、獨立樣本 t 檢定、單因子變異數分析、Pearson 相關分析及一般多元迴歸進行資料處理與分析，研究發現如下： 一、大型體育展覽活動的參展廠商代表以女性居多，平均年資 7.76 年，大多不具有參展決定權，並以健身器材為主要於銷售類別。91.3 % 的廠商都曾經參加過臺北國際體育用品展，平均參加過 8 屆，且平均布設6個攤位。 二、不同性別、不同參展決定權與不同參展經驗在參展動機上皆呈現無顯著差異 三、不同參展決定權與不同參展經驗在參展滿意度上呈現顯著的差異 四、不同性別、不同參展決定權與不同參展經驗在再參展意圖上皆呈現無顯著差異 五、參展動機、滿意度與再參展意圖之間具有顯著的正相關 六、銷售型動機、展覽核心、展場環境與附加服務對再參展意圖具有顯著的解釋力 本研究建議未來主辦單位應增加展覽宣傳與推廣，提升廠商與買家參展率，規劃良好展覽場館環境，提供完善的附加服務，方能成功舉辦一場大型展覽活動，使其成為相關廠商心中最欲參加的展覽，讓展覽能夠永續經營。

This study aimed to explore the relationships among exhibitors’ motivation, satisfaction, and re-attend intention for the mega sports trade shows. The study was done with 310 valid questionnaires completed by exhibitors of the 2015 Taipei International Sporting Goods Show. Based on the descriptive statistical analysis, t-test, one-way ANOVA, correlation analysis, and multiple linear regression analysis, the results were as follows: The majority of exhibitors were female, and the average of work experience was around 7 years. Therefore, there were differences among exhibitors’ demographics on the satisfaction only. Also, there were significantly positive correlated relationship among the motivation, satisfaction, and re-attend intention. Non-sales related motivation, and the satisfaction of nature of exhibition, venue environment, and ancillary services to re-attend intention were significant indicators for the re-attend intention. According to the results of this study, the exhibition organizers are suggested to enhance promotion, provide perfect services and design great exhibition environment in order to attract more exhibitors and buyers, and to make the exhibition sustainable.