| Summary: | 碩士 === 國立高雄師範大學 === 表演藝術碩士學位學程 === 107 === Abstract
The activities organized by corporate groups or companies are necessary and purposeful. In the various corporate activities, special guests are important, but the most important thing for a successful activity is the host. The host is the facade of an event. It is necessary to link the various parts of the event. A good and outstanding host can not only grasp the key to the atmosphere of the event, but also enable the audience to have a better impression of the event, so that the effect of the event continues. Therefore, this study focuses on: How to become a good host who is loved and willing to recommend?
This study takes the audience participating in the enterprise activities as the research object, and the host's attraction and interaction quality are independent variables, word-of-mouth communication is dependent variable, and the correlation and influence between variables are discussed. In addition, the interaction quality as the moderator variable to explore the moderating effect of interaction quality between attraction and word-of-mouth communication.
Total of 509 questionnaires were returned. The data were analyzed by a variety of statistical methods, such as descriptive statistic, factor analysis, reliability analysis, and regression analysis, etc. The conclusions of this study are：
1. The appearance of the host's attractiveness can influence whether the viewer is willing to interact with it and influence the audience to evaluate the host's suitability for the event.
2. In the quality of the host interaction, the response and personalization factors can influence the audience's willingness and behavior to follow word-of-mouth communication for the host.
3. The various factors of attraction have a significant impact on the various factors of word-of-mouth communication. If the host has good appearance charm or excellent professional characteristics, the audience is willing to actively promote word-of-mouth for a corporate event host.
4. The interaction between the attractiveness of the corporate event host (external charm, professional traits) and the quality of interaction (response, equality, personalization, control) does not exist in the moderating effect of word-of-mouth communication.
5. The interactive quality has full mediating effect on attractiveness and word-of-mouth communication.
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