| Summary: | 碩士 === 朝陽科技大學 === 應用外語研究所 === 100 === Meeting, Incentive, Convention and Event (MICE) is blooming and regarded as an important industry in the world. 2010 Taipei International Flora Exposition was the first international scale event held in Taiwan. The exposition was the landmark of event history in Taiwan; therefore, it is worthwhile discussing in many facets on the exposition. In this study, investigating on consumers position and discovering consumer mood, experiential value and behavior intention interrelationship in consumers experience are valuable. Consumer mood as a key element influences experiential value and behavior intention and few researches discussed in event field. The research distributed over 500 questionnaires at Taipei International Flora Expositon Yuanshan Gate. And through statistical procedure of statistical package for the social science (SPSS), version 17.0. And the data went through descriptive statistic analysis to understand respondents’ background by adopting t-test and one-way ANOVA. And go through reliability analysis. Meanwhile, the researcher adopted factor analysis to extract the factors, and adopted path analysis to realize the interrelationship between the factors and demonstrate the results of positive relationship among them.
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