The Study on the Relation of Exhibition Visitor’s Motivation and Cognitive Benefit

• Main Authors: Shu-hua Huang, 黃淑花
• Other Authors: Shih-chieh Chuang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/06015679115361099089

碩士 === 國立中正大學 === 企業管理所 === 98 === Commercial exposition is one of important and popular tools to promote product and service in marketing mix. It combines advertisement、sales、promotion and public relations etc. Furthermore, commercial exposition provides lots of face-to-face opportunities to company and consumer. Commercial exposition is a place that can attract tens thousands of crowds. No matter consumer goods or industrial goods, company should realize the exhibition visiting motivation and purpose of potential consumer as they introduce their new product through commercial exposition. It will benefit company to make and choose appropriate sales strategy to attract existing and potential consumers. To make a comprehensive survey of related academic research around the world, most of them emphasize the issue of company‘s participating performance in commercial exposition. Whereas, the related research about visitor of commercial exposition are seldom mentioned. Therefore, it deserved to research the visiting motivation of commercial exposition viewer, the attitude of visitor to commercial exposition, the brand image and loyalty of exhibiting product in commercial exposition, and the their cognitive benefit. In this study, we put forward a research framework which based on related theory of visitor’s motivation to explain the influence of visiting motivation and the purchase intention of commercial exposition visitor. Furthermore, we use brand loyalty as interfere variable to study about the influence of attitude on purchase intentions. This study takes 171 visitors as research object, and analyzes these data by hierarchical regression model. The results are as follows: 1.When visitors participate in commercial exposition, they have positive influence on information needs, contact with key suppliers and product procurement. 2.When visitors participate in commercial exposition, visitors’ job levels have positive influence on contact with key suppliers and product procurement. 3.When visitors participate in commercial exposition, trust and relationship commitment has positive influence on contact with key suppliers and product procurement. 4.Brand loyalty could moderate the correlation of exhibitors’ contacting with key suppliers and product procurement in commercial exposition.