Market orientation, trade show involvement, and trade show performance: A conceptual model and empirical analysis

• Main Authors: Yun-Cheng Chung, 鍾筠箏
• Other Authors: 李伯謙
• Format: Others
• Language: en_US
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/73140661216960633289

碩士 === 元智大學 === 企業管理學系 === 95 === Participating in trade show is an increasingly important marketing activity for many companies. Several studies, which in the resource-based view, argued that the better trade show performance results from a firm’s internal resources status. However, most previous research just focused on tangible resource inputs such as numbers and expenditure. Therefore, the main purpose of this study is to propose a high order construct about trade show resources (named “trade show involvement” in this study), and investigate its relationship with five dimensions of trade show performance. Further, the concept of market orientation is subsumed as the antecedent to the resources-performance relationship. That is, this study is to examine the effect of market orientation on trade show involvement and the influence of trade show involvement on trade show performance. An empirical study was conducted with 133 samples from 2007 SUZHOU PCB SHOW and analyze via SPSS 10.5 and AMOS 5.0. The results showed that market orientation has a positive effect on trade show involvement in terms of all three dimensions, i.e., personnel support involvement, design and planning involvement, and promotion involvement. As for trade show performance, personnel support involvement is positively related to information-gathering activities, relationship-building activities, image-building activities, and motivation activities. In addition, design and planning involvement has positively influence on image-building activities and motivation activities.