Factors on the Commercial Consequence between Buyer and Seller in the Trade Show

• Main Authors: Yi Ching Chen, 陳怡靜
• Other Authors: C. I. Teng
• Format: Others
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/17039004568319175988

碩士 === 長庚大學 === 企業管理研究所 === 96 === Exhibiting in a trade show costs a lot and orders received during the exhibition period may well decide future revenue of an enterprise. So an exploration on results of negotiation between buyer and seller for the first time is helpful for enterprises to explore international market. The objects of study of this thesis are buyer and seller in a trade show. The thesis also explores factors regarding results of negotiation between buyer and seller in a trade show in order to understand the influence of personality and relevant capabilities. Investigations with questionnaires have been conducted in three trade shows. Research samples are pair samples, with every buyer matched with one sales clerk. The number of pair samples returned is 339, with 334 valid pair samples. The results uncovered after practical experiment in this research show that in a trade show, if the seller has the capability to stress key aspects and shows a willingness to provide customized products and services, is capable of letting buyer feel the value of information, acquirement, customer-orientation , and entertainment. All these would bring obvious positive effect on buyer’s willingness to place orders. On the other hand, seller who is confident in meeting needs of buyer is either susceptible or prone to compromise with regards to buyer’s demand. This would not win recognition of buyer and would make buyer incapable of detecting the value of information provided by seller. There are not so many documents regarding trade show in the academic circle in the past. So this research serves to make up for a breach of knowledge in the trade show aspect of service industry management. The results of this research can also serve as a reference to employees of enterprises sent to participate in an exhibition. This would help enterprises to successfully resort to exhibition as a means to explore markets and promote sales of their products.