The Effectof Trade Show Exhibitor's Opportunistic Behavior on the Avoidance Behavior of Trade Show Visitors: Perceived Risk as Moderator

• Main Authors: LEE, HUI-CHUN, 李蕙君
• Other Authors: HSIEH, CHIA-HUNG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/98751030294117121939

碩士 === 銘傳大學 === 企業管理學系 === 105 === To offer a more comprehensive view of trade show theories, this research would dig into participants’ attitude toward exhibitors’ speculation behavior to see if speculation behavior could affect the lose of participants’ trust and avoidance behavior. These years, trade show activities have been developing rapidly in Taiwan. Theories and applications related to trade show activities have increasingly become emphasized. Previously, trade show studies mainly focus on exploring the behavior of exhibitors and its influences on the performance of exhibitions. Comparatively, trade show participants are less noted and the consequences that result from exhibitors’ pursuit of the success of exhibitions should be discussed as well. The main findings of this research are expected to summarize as follows: (1) Speculation behavior of exhibitors at trade shows has negative effects on participants’ trust on exhibitors (2) The trust of trade show participants also has negative effects on their avoidance behavior and brings along mediating effect. (3) Speculation behavior of exhibitors at trade shows has positive effects on participants’ avoidance behavior on exhibitors. (4) Participants’ sense of risk has positive moderating effects on the influence of exhibitors’ speculation behavior on participants’ trust.